New initiatives were communicated with very short lead time and lacked pertinent details needed to effectively sell in. BAT had made it such unenjoyable place to be with the constant changes, last minute requests, and overly complex pricing strategies. Customers had a hard time adapting, showing their frustrations as well. All the new brands launched during 2021 were sold to generate cash for the company with little regard for the impact to our retail partners. Work-life balance become extremely difficult to the point where the wins didn't feel satisfying anymore.