Veteran Marketer Promotes a New Kind of Selling†

Outgoing P&G Adman Sets Up New Shop, Hoping to Persuade Clients They Need to Show How They Can Improve People's Lives

Wall Street Journal, October 31, 2008 — Jim Stengel, the outgoing global marketing chief at Procter & Gamble, is moving from a big advertiser to a small start-up, hoping to remedy some of what he thinks is wrong with the industry.

Starting Monday, the 25-year P&G veteran is opening Jim Stengel LLC, which will try to persuade companies to buy into a newfangled way of selling. It's called "purpose-based marketing," which Mr. Stengel says is about defining what a company does — beyond making money — and how it can make its customers' lives better.