Phil sez: A group of junior-level executives was participating in a management training program. The seminar leader pounded home his point about the need to make decisions and take action on these decisions. "For instance," he said, "if you had five frogs on a log and three of them decided to jump, how many frogs would you have left on the log?" The answers from the group were unanimous: "Two." "Wrong," replied the speaker, "there would still be five because there is a difference between deciding to jump and jumping." Phil Glowatz is one of the premier experts on focus groups and focus group moderation in the US. He and his partner, Jacques Chevron, know more about branding than any other team I am aware of. They've worked in the industrial branding space, as well as in the consumer space. They work together in a company called JP Group USA.