A Failed Experiment, But?

Dear Client: "What happens when there's nobody left to fire and the best and brightest don't wish to fly coach? You write down brands by $15 bil." - @beerbizdaily tweet on Saturday That's the bottom line message from Friday's WSJ's front page piece on 3G's aggressive cost cutting method, zero based budgeting (ZBB), where each line item exhaustively starts at zero every year. The conclusion: Turns out actual humans don't cotton to ZBB, and it's out as a tactic. Turns