I'm a exec, I'm not that creative. I could work real hard and try to provide more value to consumers and attract more customers, but as I said that's hard work

I'm a exec, I'm not that creative. I could work real hard and try to provide more value to consumers and attract more customers, but as I said that's hard work and I'm not very creative so it may not even pan out. I could also say, "Increase advertising by 5%!" and in the short term gain the same rewards as the other option, maybe even more. Then put that success story on my resume and move on. At some point shareholders decided they wanted the second option. They all move on quickly as well.