James McMaster, CEO of insurgent brand Huel, describes his experience of driving transformational growth at 3 well-known global food brands. He talks about how mindset beats skill-set, the importance of choosing the right people, and how transformational brand can radically change both consumer and shopper behaviour. http://www.brandgrowthheroes.com/2019/01/03/episode-3-interview-with-james-mc-master-ceo-of-huel/

Your host Fiona Fitzpatrick of Fiona Fitz Consulting introduces the New 4Ps of Transformational Growth in Consumer Goods Categories: People (or the kinds of people who work for the company), Process (or how the job to-be-done gets both defined and approached), Category Positioning (or where the brand positions itself relative to the competition) and finally, the Brand and Product Promise. http://www.brandgrowthheroes.com/2019/01/02/episode-2-introducing-the-new-4ps-of-transformational-growth/