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Comments by Peter F. Drucker on a P&G position paper. Drucker summarizes the position paper and suggests three "Thought Starter" institutional policies to reshape P&G's basic position. He begins his discussion by proposing the supplementation of the optimization of market capital with optimization of intellectual capital. Drucker provides three explanations for P&G's lost market share, namely, personnel incompetence, misaligned/outdated assumptions and strategies on which the business operates, and the misapplication of the skills, drive, and knowledge of performing people. The thought starters are suggested as options to systematically implement proposed practices into P&G as standard company policy in order to understand intellectual capital alongside market capital.