Managers used to write rotas with quill & parchment. But they've progressed to pen & paper or Excel spreadsheets. Proper modern. The business problem. New entrants into the category and stubbornness of the audience to avoid digital were hampering growth. Our challenge. Increase free-trialists, especially the stubborn ones still using pen & paper. Our answer. Embrace their freakiness. Not in the bedroom, but their control freakery. Harness it. The results. All the lights on the dashboard going mental... and a very happy client.