The first step to the task in view decision is the situation analysis in the market of cleaning of clothes. The analysis has shown, that about third of consumers use dry-cleaner. It means that potentially the market of powders can be grown up somewhere else on 50 % if instead of chemical cleaning people erase things a powder.

The second step is the deep analysis of target audience - i.e. people who hand over things in dry cleaning. After carrying out of quantitative researches managers of department of research of the market have found out, that about 70 % of consumers of detergent powders work for hire and spend in a suit of 5 days in a week, and on days off carry daily clothes. They hand over business suits in a dry-cleaner, and daily clothes wash with powder. Focus groups have shown, that for the consumers working on hiring, it would not be desirable to go in more convenient daily clothes and to working hours, however they could do it as in the companies has been accepted rigid dress code. Also, researches have shown, that people in daily clothes becomes more creative and effective in work.

The third step is a creative in the set format. What can we offer to a consumer to make his life better and to execute the arrogant purposes facing to the company? On the basis of the spent researches it becomes obvious, that workers on hiring would like to come to office in daily clothes. Moreover,  the employer also becomes interested in this as he receives more effective and motivated worker. The decision of managers is an introduction of "casual friday" or «free style on Fridays» when employees can come at work in daily clothes.

The fourth step - a creative proceeds, with focus of search of the answer to a question «how?». Really, how it was possible to change taken roots habits and traditions of an official suit at offices? First, P&G became the first company which encouraged the employees to go to office in daily clothes on Fridays. Secondly, P&G together with Levis Jeans have promulgated results of the spent researches that in daily clothes people work more effectively and become more creative. This news has received wide spread in PR in mass-media. As a result, many corporations have followed the lead of P&G and have entered «сasual Friday» for the employees.

What have we received? The market of detergent powders has grown, that has allowed the company to reach objects in view, and workers on hiring began to feel more confidently on work.

It would seem, such simple decision of an uneasy problem. I am convinced, that all ingenious decisions are simple as a matter of fact and, as a rule, lay on a surface. However they cannot be seen without deep understanding of requirements and aspirations of consumers, the situation analysis in the market and, of course, "inclusions" of creative thinking. I wish creative search and a creative in a life!

P.S. By the way, the person who has thought up and has carried out this project almost 30 years ago, is AG Lafley, in present СEO of P&G. His bright career is acknowledgement of the basic personnel selection of the company "construction from within".