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Strategy Lab · Impossible, made simple

It looked impossible. It was simple, once the side road showed.

See the 15 playbooks The four rules first

A warehouse in Volos going viral. A small producer from Sitia turning up in AI recommendations. A 12-room hotel showing on Google next to the chains. They sound impossible, until you see how simple the answer can be. Here are 10 real stories from around the world, the 4 rules behind them, and 15 playbooks for Greek businesses.

The 10 stories are other companies' campaigns, with sources. The 15 playbooks are our use cases: how we'd solve each one. The Reel with the hidden coupon is our own work.

Four rules

Behind every 'impossible' that got solved, we find one of four rules. Usually two.

Select a rule to see only the stories and playbooks that use it.

  1. Someone else has already paid for the road, the map, the audience. Go that way.

    Google's maps, parcel lockers, the phone's wallet, the audience of the brand next door. The most expensive part often already exists; what's left is finding how to pass through, legitimately.

    Sheep View 360 · Whopper Detour · Coca-Cola on Viber · playbooks 01, 04, 05, 06, 14, 15

  2. What ties your hands is usually the most interesting part of the story.

    The ad that gets skipped at 5 seconds. Rice nobody can eat. The tourist who leaves at 5am. Stop fighting the constraint, make it the subject, and people stop and look.

    GEICO 'Unskippable' · The Wedding Rice · playbooks 03, 10

  3. The expensive part isn't the idea; it's the repetition. The machine carries the routine, the person keeps the judgement.

    Translating 2,000 product lines, answering the same 20 questions, searching a 300-page manual. With limits: a source on every answer, 'I don't know' when it doesn't, a person one step away, and AI that says it's AI.

    eBay · IKEA 'Billie' · Octopus Energy · playbooks 07, 11, 12

  4. The answer usually already exists: in a till, an ERP, a thermometer. Nobody has asked it yet.

    Which post sold at the till. Whether the radio worked. What buyers search for before they call you. Whoever measures first decides first, and often becomes the source everyone else quotes.

    Obama 2012 'Hey' · Guinness Weather · playbooks 02, 08, 09, 13

From around the world

Ten times someone looked at it from the side.

Other companies' campaigns, with sources. We chose them because the answer was simple once it showed, and because the same rule works for a Greek business. The figures are as published by them or their sources, and we say which next to each one.

  1. Faroe Islands, 2016

    Visit Faroe Islands, 'Sheep View 360'

    It looked impossibleGetting a remote archipelago onto Street View without waiting for Google.

    The same, for a plant: Side Road 26, The 360° door

    The side road: A 360° virtual walk through a plant, with stops from the entrance to the loading docks.

    Typical range · Netex estimate: 1,000–10,000 views a year.

    Google Maps (Street View Studio)

  2. US, December 2018

    Burger King, 'Whopper Detour'

    It looked impossibleGetting millions of people to download a fast-food app in a week.

    At Greek scale: playbook 04, ads only inside the trade fair

    The simple answer: The circle on the map isn't the only thing doing the targeting. The copy does it too, because only someone inside the hall understands it.

    Typical range · Netex estimate: 3,000–15,000 unique people inside the circle over 3–4 days, and 30–150 stand visits that say the codeword.

    Playbook 04 · € · Marketing

  3. Bulgaria

    Coca-Cola Bulgaria on Viber

    It looked impossibleGetting more than 100,000 people to sign up to a brand's chatbot.

    The Greek version: Side Road 17, the name-day sticker

    The side road: A name-day sticker, the disclosed channel subscription and the channel's first post.

    Typical range · Netex estimate: For a regional brand with some promotion, 5,000–40,000 downloads in 90 days, with 40–70% of automatic subscribers still there at day 90.

    Viber

  4. US, 2015 · The Martin Agency

    GEICO, 'Unskippable'

    It looked impossibleGetting the whole message across in an ad viewers skip at 5 seconds.

    The same rule on Shorts: Side Road 11, the loop seam

    The side road: A looping Short hides half a code at the end and half at the start.

    Typical range · Netex estimate: A views-to-engaged-views ratio 1.3–2 times the channel's usual Shorts, and redemptions from 0.3–1.5% of engaged viewers.

    YouTube Shorts

  5. Greece, 2025

    'The Wedding Rice', McCann Athens for Wikifarmer

    It looked impossibleSelling rice that isn't fit to eat and would otherwise be thrown away.

    The same rule: playbook 10, the plant people watch to the end

    The simple answer: The 'boring' work of quality control is already a game. Find the defect.

    Typical range · Netex estimate: Average watch time 1.3–2 times the account's median Reel, and sends to friends 2–4 times the median.

    Playbook 10 · €–€€ · AI + Marketing

  6. NBER study, 2018

    eBay, machine translation

    It looked impossibleSmall sellers selling abroad without translators.

    The Greek version: playbook 07, 2,000 products in 5 languages

    The simple answer: The machine translates all 2,000 over a weekend. People check the 400 that bring in most of the revenue.

    Typical range · Netex estimate: The catalogue live in five languages within 2–3 weeks, and 10–30% more organic visits from abroad within 3–6 months.

    Playbook 07 · €€ · AI

  7. 2021–2023

    IKEA, 'Billie'

    It looked impossibleAbsorbing customer-service volume without cutting staff.

    The same rule: playbook 11, 500 messages a day with one person

    The simple answer: The 500 messages are the same 20 questions. The answer bank handles those; the person keeps whatever needs judgement.

    Typical range · Netex estimate: 50–75% of conversations close without a person, first response time drops from hours to under a minute, and one person oversees 300–500 conversations a day.

    Playbook 11 · €€ · AI

  8. United Kingdom, 2023–2026

    Octopus Energy, AI in email

    It looked impossibleAnswering more emails without the team growing to match, and without service getting worse.

    The same rule in industry: playbook 12, the night shift's ISO manual

    The simple answer: You don't need a new 'AI system'. You need the same controlled documents to answer questions.

    Typical range · Netex estimate: The time to find the right procedure drops from 10–20 minutes to under one, and 60–80% of night-shift questions are answered from the documents.

    Playbook 12 · €€€ · AI

  9. US, 2012

    Obama for America, 'Hey'

    It looked impossibleRaising hundreds of millions by email.

    The same rule: playbook 08, which post sold at the till

    The simple answer: Give every post its own word. Like the coupon in our Reel, the word is the proof.

    Typical range · Netex estimate: 20–50% of customers who came from social say the word.

    Playbook 08 · € · Marketing

  10. Australia, 2023

    Guinness, 'Guinness Weather'

    It looked impossibleShowing the ad only at the moment people want the product.

    The Greek version: Side Road 27, the weather switch

    The side road: When the wind reaches 7 Beaufort, a campaign switches itself on.

    Typical range · Netex estimate: 10–30% lower cost per acquisition on trigger days, compared with always-on campaigns.

    Google Ads (scripts)

Netex playbooks

15 'impossibles' for Greek businesses, and how we'd solve them.

From a warehouse in Volos to the night shift's ISO manual in Almyros. Most are marketing; a few are AI or both. They're use cases, how we'd solve each one; that's why every result is a range and is called an estimate.

Pillar

Rule

15 playbooks

What the € signs mean

  • € mostly configuration, under about a week of work
  • €€ a light build or integration, 1–3 weeks
  • €€€ a custom build or data work, 3–8 weeks

The tiers are for comparing playbooks, not a quote. The price comes after a short diagnosis.

  1. A warehouse worker in a hi-vis vest stretch-wraps a pallet of white crates by hand beside an open loading dock, with high racking and a forklift behind him.This image was created with an AI tool (AI Act, Article 50).

    Playbook 01

    Sector: Logistics and 3PL

    • Pillar: Marketing
    • Rule: Rule 1 · Borrow someone else's infrastructure

    It looks impossible: A warehouse in Volos going viral.

    Use case How we'd solve it.

    Drawing
    A warehouse's post with the brand it serves reaches two audiences.
  2. A woman pours olive oil from an unlabelled bottle into a blue tasting glass at a worn wooden table, in a whitewashed storeroom with steel oil tanks and olive groves outside the window.This image was created with an AI tool (AI Act, Article 50).

    Playbook 02

    Sector: Olive oil and agri-food

    • Pillar: AI + Marketing
    • Rule: Rule 4 · Measure what nobody measures

    It looks impossible: ChatGPT recommending you for 'the best olive oil from Crete'.

    Use case How we'd solve it.

    Drawing
    An AI answer cites a small producer's guide because it has real data.
  3. Before dawn, a family with suitcases and a sleepy child hands back their key cards at a hotel reception, while a transfer minibus waits outside in the blue light.This image was created with an AI tool (AI Act, Article 50).

    Playbook 03

    Sector: Hotels

    • Pillar: Marketing
    • Rule: Rule 2 · Turn the constraint into the hook

    It looks impossible: Reviews from tourists who've already flown home.

    Use case How we'd solve it.

    Drawing
    A review request reaches the guest at home, in their language.
  4. At an industrial trade fair, an engineer points to a camera mounted over a steel conveyor while two visitors with lanyards lean in, and the aisle behind them is crowded.This image was created with an AI tool (AI Act, Article 50).

    Playbook 04

    Sector: Industrial equipment (B2B)

    • Pillar: Marketing
    • Rule: Rule 1 · Borrow someone else's infrastructure

    It looks impossible: Advertising only to people standing inside the trade fair.

    Use case How we'd solve it.

    Drawing
    An ad shows only inside the fair's circle and only on fair days.
  5. At night, under orange street lights, a lorry driver stands by his parked articulated truck with a flat rear tyre, looking at his phone, with the motorway behind.This image was created with an AI tool (AI Act, Article 50).

    Playbook 05

    Sector: HGV servicing and tyres

    • Pillar: Marketing
    • Rule: Rule 1 · Borrow someone else's infrastructure

    It looks impossible: Being found by a lorry driver at 3am.

    Use case How we'd solve it.

    Drawing
    A lorry on the motorway and a workshop's pin at the next exit.
  6. Early morning in a bakery: the baker hands a paper bag across a floury wooden counter to a worker, beside an old till and a jar of blank paper stamp cards.This image was created with an AI tool (AI Act, Article 50).

    Playbook 06

    Sector: Bakeries and cafés

    • Pillar: Marketing
    • Rule: Rule 1 · Borrow someone else's infrastructure

    It looks impossible: A loyalty app with notifications, without building an app.

    Use case How we'd solve it.

    Drawing
    A stamp card in the phone's wallet notifies at the 9th stamp.
  7. In a narrow stockroom aisle lined with thousands of small boxes of parts, a man with a pencil behind his ear leafs through a thick, worn parts catalogue.This image was created with an AI tool (AI Act, Article 50).

    Playbook 07

    Sector: Industrial spare-parts distribution

    • Pillar: AI
    • Rule: Rule 3 · Let the machine do the boring 90%

    It looks impossible: 2,000 products in 5 languages, in weeks rather than months.

    Use case How we'd solve it.

    Drawing
    A product card is translated into five languages, with a glossary and human review.
  8. In a small linen boutique, a customer holds up her phone at the counter while the shop owner looks at it, with dresses on a rail and a stone alley outside.This image was created with an AI tool (AI Act, Article 50).

    Playbook 08

    Sector: Retail and boutiques

    • Pillar: Marketing
    • Rule: Rule 4 · Measure what nobody measures

    It looks impossible: Knowing which post brought the customer to the till.

    Use case How we'd solve it.

    Drawing
    A post's word is tapped at the till, showing which post sold.
  9. An estate agent leans over a city map on his cluttered desk, marking it with a pencil, beside a board of hanging keys and a window onto a street of apartment blocks.This image was created with an AI tool (AI Act, Article 50).

    Playbook 09

    Sector: Estate agencies

    • Pillar: AI + Marketing
    • Rule: Rule 4 · Measure what nobody measures

    It looks impossible: Local press coverage with no PR budget at all.

    Use case How we'd solve it.

    Drawing
    A chart of rents by neighbourhood, published on a local news site.
  10. On a metal workshop floor, a young technician in safety glasses films rows of identical steel brackets with his phone, with presses and steel coils around him.This image was created with an AI tool (AI Act, Article 50).

    Playbook 10

    Sector: Manufacturing (metal, plastics, food)

    • Pillar: AI + Marketing
    • Rule: Rule 2 · Turn the constraint into the hook

    It looks impossible: A factory posting a video people watch to the end.

    Use case How we'd solve it.

    Drawing
    A production-line video hides a defect, and a detection box finds it.
  11. Late at night in a small office, a tired woman pinches the bridge of her nose at her desk, one hand on the mouse, as her phone lights up beside a glass of coffee.This image was created with an AI tool (AI Act, Article 50).

    Playbook 11

    Sector: Hotel groups

    • Pillar: AI
    • Rule: Rule 3 · Let the machine do the boring 90%

    It looks impossible: 500 messages a day, with one person.

    Use case How we'd solve it.

    Drawing
    Hundreds of messages are sorted automatically and one person sees only six.
  12. On the night shift in a steel mill control booth, an operator in a hard hat flips through a thick binder of procedures, with the glow of hot steel behind the glass.This image was created with an AI tool (AI Act, Article 50).

    Playbook 12

    Sector: Steel and manufacturing

    • Pillar: AI
    • Rule: Rule 3 · Let the machine do the boring 90%

    It looks impossible: The 300-page ISO manual answering the night shift.

    Use case How we'd solve it.

    Drawing
    An operator asks by voice and gets an answer citing the procedure.
  13. In an empty furniture showroom, the owner sits with one hand on a small old radio and looks out through the shop window at a quiet street.This image was created with an AI tool (AI Act, Article 50).

    Playbook 13

    Sector: Furniture and retail

    • Pillar: Marketing
    • Rule: Rule 4 · Measure what nobody measures

    It looks impossible: Proving whether radio advertising works.

    Use case How we'd solve it.

    Drawing
    Two areas of Crete are compared to show whether a radio ad worked.
  14. In a narrow stone alley of an old town, a woman sweeps the step of a small stone hotel with blue shutters, bougainvillea over the arched door and a lemon tree in a pot.This image was created with an AI tool (AI Act, Article 50).

    Playbook 14

    Sector: Small hotels

    • Pillar: Marketing
    • Rule: Rule 1 · Borrow someone else's infrastructure

    It looks impossible: A 12-room hotel next to the chains on Google, with no ad budget.

    Use case How we'd solve it.

    Drawing
    A small hotel appears next to the OTAs with its free booking link.
  15. A passenger in a window seat looks down at a turquoise bay and a white coastal city as the plane descends, her phone in her hands.This image was created with an AI tool (AI Act, Article 50).

    Playbook 15

    Sector: Excursions and car hire

    • Pillar: Marketing
    • Rule: Rule 1 · Borrow someone else's infrastructure

    It looks impossible: Talking to tourists before they land, in their language, and knowing which ad brought them.

    Use case How we'd solve it.

    Drawing
    An ad opens a chat in German with a prefilled message carrying a code.

What's your 'impossible'?

Tell us what 'can't be done' in your business. The side road often already exists, and in 10 working days it can be running and measured.

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