Scoot (http://www.scoot.uk) was a 750 millions dollars paneuropean project and start-up specialized in plurimedia directory services launched by Jean-Marie Messier, former CEO of Vivendi Universal. When i join the team on the request of Bruno Massiet DuBiest (actual CEO of Le Numero in France http://www.lenumero.fr/, a subsidiary of Kgb http://www.kgb.com/), the situation of Scoot was critic because of the willing of Jean-Marie Messier to buy the company to its founder for quite nothing whereas Vivendi Universal was a minority stock holder. Bruno Massiet Dubiest asked me to handle two points of the global strategy : to review the CRM strategy in the scope of a paneuropean project and to design the offering for merchant websites proposed to SMBs in completion of the directory referencing offering. Begin this single demand was a much bigger question (the forest behind the tree) : what should be the global strategy of scoot ? Effectively, Scoot had two problems. The first one is that there were no demand analysis in real time. Therefore the whole organization was like a duck walking without its head. The second one was that there were a huge deficit of notoriety in regards of the first operator (Yellow Pages http://www.yellowpages.com/) established number one on the market since many years. Thus, there were two solutions : invest in an expensive marketing campaign (it was done without success) or invest in a new service strategy developing a killer-application regarding the service proposed by the Yellow-Pages. I solved the first problem proposing to the top management to reengineer the CRM loop chain, inversing in the right order the priorities defined by the European project group quite two years ago. It was done after hard discussions with the french top management. Then, I've proposed to redefine the whole service strategy launching a killer-application of Yellow Pages. The prototype was developed externally in 3 weeks due to internal brakes on this initiative. Despite the clear demonstration of the superiority of the new killer-application (Product finder) regarding competition (Yellow Pages, ebay http://www.ebay.com/ , Google base http://www.google.com/ , Microsoft http://www.msn.com/ , Yahoo http://www.kelkoo.com/ etc...), it was ignored by top management of Scoot France who refused to improve the quality of service clearly putting competition in trouble with this new killer-application i've imagined of global marketplace. I understood later that Jean-Marie Messier had blocked this decision trough a clear order given to Mr Massiet du Biest due to his willing to depreciate temporarly the company to buy it for quite nothing. This attack from the inside against the british founder of Scoot.com by the CEO of Vivendi Universal was published later in the newspapers. I decided to stop my collaboration with the Scoot team then when i understood this because it was clear that the whole organization would fail against Yellow Pages doing such a mistake and the direct consequence of that was several hundreds of people unemployed and i didn't want to be associated to such a situation. This logical situation happened a few months later. Bruno Massiet Dubiest decided then to join Le Numero for a new experience whereas i decided to launched the invention Elvita, to better control my personal evolution and to launch a neutral, universal and independant organization, Elvita.