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A significant part of what makes your business unique is its capabilities. They define what your customers value and distinguish you from your competitive set. If you offer something unique, your customers will choose you over your competitive location. A capability framework is an essential tool for a high-performing company: It sets the tone and...

The Bamboo toothbrush is an obvious choice for environmentalists. The handle is a fast-growing, environmentally friendly material that helps the planet, whilst the bristles are made from nylon which is not planet-friendly. “Hold on a minute, isn’t the bamboo toothbrush better for the environment than a regular toothbrush, or is this debatable?” “Yes, I think...

World-class category development is complex, and there are times when the project brief may be a little sketchy. Companies who appoint a team to develop a world-class category development project only to recognise the shopper activation element will be disappointed; there’s much more to a strategic category vision. Category development, on the other hand, starts with...

The UK is going through a major cost of living squeeze (arguably the worst in decades), as a consequence consumers will modify their consumption habits, shoppers will make different choices when buying, as they can no longer afford to consume and buy the products and services they are used to. Retailers will change strategies and...

Helping Categories and Brands achieve their full potential – The Essence of Demand For categories and brands to achieve their full potential, retailers and suppliers must have the capability to understand and satisfy market demand (profitably). “Demand” is the degree to which a market seeks and is able to satisfy its needs through the benefits...

Over the last few years, most activities have focused on ‘the now’, with little strategic planning or priority given to longer-term projects. Over time, resources (human and financial) have moved from category growth initiatives that require time (category marketing), to more short-term tactical activities designed to deliver an immediate return. The concept of ‘grow the...

How can one phrase mean so many different things to different people? What’s the phrase? Well, it is that much-bandied phrase Category Vision. Recently we were approached by a client and asked to submit a proposal for a category vision project. Our proposal confirmed that the project required a consolidation of trends from a consumer,...

In the 4th industrial revolution selling the right solution to the right shopper will be key. As suppliers, customers, shoppers and consumers, search for what they want and need, has the time come to re-evaluate what is possible? For the shopper the term omnichannel doesn’t exist and here is why: Shoppers buy for the occasion...

In a recent report from SHrM, HR professionals were asked to identify existing the skill gaps in their business. 37% of respondents found gaps in the areas of problem-solving, critical thinking, innovation and creativity. 32% of respondents confirmed that the ability to deal with complexity and ambiguity was a weakness, closely followed by 31% of...

A simple question can reveal so much about a person’s mood. That simple expression of interest permits both parties to consider each other interests. Often the question can be asked informally, allowing the person to reply with a neutral “All good here, thanks’ or “Glad you asked…”, which enables the person asked to supply a...