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In this paper we describe the successful use of RE methods in a project at Procter and Gamble UK. We identify two main elements for this success. The first element is the combination of methods from P&G and academia (Adoption Methodology and Lightswitch). The second element is a new focus of the IT department of P&G on providing business solutions and is reflected in the name change from IT to IDS (Information and Decision Solutions). This shift is accompanied by a move from writing specifications of IT systems towards defining business requirements. We discuss how these elements explain the success of the RE phase of the project and propose research directions that may ease the introduction and use of RE methods in organizations.