Maurice had a goal: 

To return to a P&L  leadership role in Big Pharma
 

Maurice had a specific goal: 

To return to a P&L executive role. 

Frustrated with the lack of mobility and some of the politics taking place within his existing environment, he wanted to explore other opportunities, but was getting zero traction with his existing marketing materials or pitch. 

Following his branding overhaul, he started to get traction, and landed the desired P&L role at another Big Pharma within 6 months.