Your company has had 16 years of growth, but now it faces a crisis that threatens to crush the brand, the sales, and the future. What do you do? Last year, this was the situation at Odwalla. Greg Steltenpohl, Odwalla's CEO, recounts the highly publicized public health crisis that caused an initial 90 percent drop in sales, decline in consumer confidence, and intense media and governmental scrutiny. With Steltenpohl guiding the transformation, Odwalla turned itself around and is currently back at 85 percent of pre-recall sales.