Taking Flight in a Hurricane

Brett Crosby, Google Analytics

Google Analytics' Group Product Marketing Manager Brett Crosby recalls how two brutal blows to his enterprise – losing a huge client in the 11th hour and the tragedy of 9/11 – forced him to reevaluate and streamline. Offices closed, jobs were cut, and salaries were strapped for maximum efficiency. Having the wind knocked out of them also simplified overblown contracts and software, and switched their strategy from making money to market dominance. The result included a better product, a better business, and a market presence that's still flying high today.