 As CEO, Lafley was called "one of the most lauded CEOs in history" and is credited with revitalizing P&G  under the mantra “Consumer is Boss,” with a focus on billion dollar brands like Crest, Tide, and Pampers.But he also brought in several new brands, like Swiffer and Febreze, by merging P&G's internal resources with outside “open” innovation, referred to as Connect + Develop.Prior to rejoining P&G in 2013, Lafley consulted on business and innovation strategy, advising on CEO succession and executive leadership development, and coaching experienced, new, and potential CEOs.