The product that I am referring to that companyX makes was probably used today, in some form, by >80% of the global population this morning.

Everyone would recognize it. Cartoons have made jokes about these product since the dawn of animation.

CompanyX makes is the premier manufacturer of these.

Think as pervasive and obvious as sneakers made by Nike, but it wasn't footwear.

And yet only one person in a team of a dozen consultants had ever heard of the company they'd been hired for.