Later that afternoon, Black was meeting with Dr. Michelle Johnston, a Fiserv consumer research scientist, to discuss potential strategies. Black and Johnston were no strangers to developing marketing strategies for online financial services. Under Adam’s Championship, the pair had recently helped increase consumer adoption of a related product: electronic bill payment. Using strong segmentation, targeting, and positioning – plus key product enhancement based on consumer needs-Black and Johnston helped drive electronic bill payment into the mainstream, which in turn helped establish Fiserv’s position as a marker leader.