What's in a Corporate Turnaround Plan Name?
Before you can fix a struggling business, you need a catchy title.
This article is for subscribers only.
The darkest times in corporate life so often come with puns.
Navistar, a truck manufacturer, promised to fix its problems with a turnaround plan dubbed "Drive to Deliver." South African Airways imagined a better future after completing "Operation Gaining Altitude." A turnaround plan named "Back in the Race" could only belong to an automaker like Peugeot. These are all names of real corporate plans, and behind the playful language almost always lurks an attempt to kick-start the business with layoffs and other painful reforms.