In this episode, the podcast explores the significance of flexible planning for beverage brands, highlighting the OGSM framework as a key tool for navigating an ever-changing market. The host discusses the necessity of having a clear vision to effectively execute strategies, underscoring the invaluable role of agency expertise in this process. A common misconception about agencies is addressed, where their role is often seen as only facilitating sales, while in reality, they play a crucial part in driving a brand's overall success. The discussion culminates in emphasizing the strategic importance of selecting the right agency to help achieve commercial objectives for beverage brands.