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May 11, 2018

Defining Outcomes

Over the last few years due to market pressures /changes, CPG organisations have concentrated on making incremental gains (if they have been lucky), rather than driving for growth. They have been concentrated on short-term issues and delivering outputs that help today. We would like to challenge the way you think about your business. We would […]

February 23, 2018

Who is a Category Captain

In this article we look at the 10 attributes need to become a category captain. Are you a good listener? Is your leadership team asking you to become a Category Captain? Is your customer offering you ‘category captaincy’? Let’s see what you have to do to become a Category Captain. What does a great Category […]

February 15, 2018

Know the shopper

Regular readers will know we believe that connecting the consumer, shopper and customer within a category focused environment will optimise performance. At the heart of this approach is the need to deliver for each party, maximising the experience along the way and getting the basics right. This is often forgotten. So how are you going to […]