Don't look only at job titles when applying for a drinks role. Ask that daring question: centralised or decentralised company? If you don't get an answer, you got the answer: Many (if not most) of the misalignments I have experienced were due to a very small detail: job titles. There
Wanna win with premium drinks brands in the market? You’ve got 2 options. Choose the right one. Premium brands strategies don’t fail in the market. They fail in the board room. Very often companies launching premium brands fail due to a misaligned objectives and KPIs between commercial teams
Everyone knows how to build brands long term. Until they are pushed to meet their monthly target. Get that balance right. No silver bullet but… …just avoid actions that you will regret next year. Unclear in house, unclear in market.
Because they focus on what the listener wants to hear. Let’s change our approach: As a reader, try to listen walking in the presenter’s shoes. Skip those smart comments and questions. Ask how you can help solve that issue. The presenter will open up instead of hiding problems
It's not always your distributor's fault! 5 steps to follow before you "divorce": Often, changing distributor is like divorcing a partner. One always thinks that it's the other one's fault. It's all about managing expectations. We tend to focus on the look and feel of that relationship but we rarely
Wanna have aligned HQ and Local market teams? You have 2 options. Pick one: 1/ You can live in the ivory tower, preaching brand building yet setting yourself soft targets. 2/ You can align your KPIs with the stretched targets that you gave markets. If you want the respect of
Are you producing what you wish to sell or are you producing what the market demands? Sure, you need to fill that production capacity but…here is what I've learned: Often I see commercial decisions driven by filling distillery or brewery capacity rather than by a long term brand strategy.
Wanna know how to win in the market? Stop seeing HR and Finance as the company police. The sooner you do it the faster you'll win: When I started my corporate career, I knew nothing about P&L. I was lucky enough to have great Finance partners by my side.