Gary was hired to consult and provide qualitative research to help select a new advertising campaign for La Quinta hotels. The chain’s advertising had focused on its properties’ amenities, like most of its competitors. La Quinta’s lucrative target was middle market businessmen who traveled frequently (70% of the market at the time). During focus groups, he pushed individuals to explain how they felt when staying at a La Quinta property and what this meant to them. Once again, Gary’s relentless effort to find highly relevant, emotional benefits led to the discovery that La Quinta helped guests feel they could meet the challenges of their jobs. In other words, La Quinta’s amenities helped salespeople feel they could accomplish goals and win! Gary shaped the strategic direction of not only the advertising but the brand itself. The new strategy differentiated the brand, elevated its image, and increased penetration and sales with the identified target.