
Episode #5
Implementing Strategy - When 'Grow Profitable Categories' became a long lasting strategy
<p>"Grow the profitable categories."</p><p>Sounds like a strategy.</p><p>But is it?</p><p>In this episode, I share a story from my time working on the Edgell brand in Australia, where the business objective was simple: sell more of the products already making money.</p><p>The challenge wasn't understanding the objective.</p><p>The challenge was understanding why consumers would want to buy more.</p><p>What followed was a journey through consumer behaviour, business insights, stakeholder alignment, agency management, retailer engagement and execution across every touchpoint.</p><p>Because strategy isn't a PowerPoint.<...

