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This is part of a case series. The (B) case and video picks up the story of how Kees van der Graaf's team started coming together to identify and tackle the key challenges ahead. The market dive for all the key decision-makers in ICE brought sharply into focus the issues of complexity which were hurting the company's position, sales and profitability. While some were caused by market complexity, others were due to decisions made by the company itself such as product ranges, flavours and packaging formats. With all the key people in the room discussing the findings of the market dive, the radical solution, 'Let's double the business by halving the complexity', was agreed as their target. To make it even more challenging, this target needed to be achieved in a little under one year if ICE was to be ready for the 2003 season.