RAPID

RAPID is Bain's decision-making model that makes five roles around one decision explicit: who proposes (Recommend), who must agree (Agree), who supplies input (Input), who decides (Decide) and who performs (Perform). Its power for marketing organisations lies in separating having a say from deciding: brand decisions rarely fail for lack of opinions and often for unclarity about who cuts the knot. RAPID is a heuristic, not a law: the model guarantees no better decisions, it only makes visible where responsibility sits. That alone prevents the endless consensus rounds that slow brand governance.

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