PEOPLE & TEAMWORK lent fit for the consumer market,” Goncal- ves explains. “It can be used in sunscreens, skincare products, decorative cosmetics, nail varnishes, as well as hair and body care products.” While the market is already crowded with plasticizers, Goncalves stres- ses the sustainability advantages of this emollient: “It offers very good biocompati- bility and solubility, our molecule can repla- ce silicones, is readily biodegradable and fully REACH-compliant.” With a purification process that is easy to implement, all stan- TURNING ADVERSITY TO ADVANTAGE Based on many studies, Paul G. Stoltz has developed a concept of how we can successfully overcome resistance and grow from it. takes his audience by in difficult situations. With Stoltz the hand and shows them how to pro- ceed the CORE-By asking questions, a situation can be analyzed and thus made manage- able: Control: What facts about the situation can we potentially influence? Ownership: Where and how can we proceed to achieve the fastest possible effect? Reach: What can we do to minimize the potential disadvantages and maximize the advantages? Endurance: How can we put the whole thing behind us as quickly as possible? Stoltz has also developed special tools for managers. Especially in economically very challenging situations, these help LEAD- Ask the team leader to move his team from inaction to action. First, he works out the facts together with the team. This alo- ne creates clarity. The clear view with the help of the questions leads to the disco- very of new growth areas - precisely those that arise from this specific situation. This creates unexpected opportunities that can lead to greater economic success than was conceivable before the situation arose. For 40 years, he has been passionately dedicated to the question of why some people grow in the face of life's challen- ges, others give up at some point and still others immediately capitulate at the slightest challenge. He has conducted hundreds of studies on the subject of "adversity" at renowned universities and ultimately developed a concept on how each of us can increase our ability to grow in the face of life's adversities. "Increasing this ability by just 15 percent has a deci- sive influence on the success of an entire company," said Stoltz in his coaching ses- sion in front of around 30 marketing and sales colleagues in Cologne. Those who consistently pursue his con- cept develop the decisive characteristics that Stoltz summarizes in the artificial word "GRIT". The individual letters stand for "Growth", "Resilience", "Instinct" and "Tenacity". Not only can you overcome ad- versity, you can even capitalize on it. dards of the cosmetics and pharmaceutical industries can be met. GREAT PRODUCT - NEW CHEMISTRY The entire PLA team had been aware of this potential for around two years. The challenge, however, was that the PLA sales organization and its distributors were focu- sed on industrial customers, not on the consumer market. At the Academy, Kent McDaniel, Head of Sales Intermediates at BU F&F, immediately recognized the op- portunity as a member of Goncalves’ Co- mEx team. “This is an excellent product with chemistry that fits perfectly into our portfolio. We have strong contacts in the consumer market and were immediately impressed,” says McDaniel. The team is now planning the next steps together. PRECISE MARKET ANALYSIS So far, the team has carried out detailed market analyses and held discussions with distributors and customers. “In all of these discussions, we compare our previous as- sessments,” says McDaniel. The business units intend to bring Adimoll® to market in Brazil first. “This plasticizer, di-butyl adipate, is already widely used there. That would make market entry easier. Mexico also meets these criteria.” The United States, by contrast, is considered a very mature mar- ket. There may be interest, but only a few product launches are expected. “We need to conduct further research to determine whether is sufficient willingness among customers to switch and whether consumers increasingly prefer silicone-free plasticizers and place greater value on sus- tainability.” At the same time, the U.S. re- mains a key target market due to its overall potential. There is already good news: only internal conformity validation is required for approval by the FDA. A suitable distributor with strong customer connections has also there