Cost-cutting gets a bad rap, but the exercise is actually an opportunity to find money that can be reinvested in the business. Mark Austin, BCG’s global topic leader of cost and zero-based transformation, challenges executives to create more efficient and effective operating models by empowering employees to find areas of unnecessary spending in places that may not be obvious. They can then look to their people and their industry to find the most effective ways to funnel that money back into the organization.