"Grow the profitable categories."

Sounds like a strategy.

But is it?

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.

The challenge wasn't understanding the objective.

The challenge was understanding why consumers would want to buy more.

What followed was a journey through consumer behaviour, business insights, stakeholder alignment, agency management, retailer engagement and execution across every touchpoint.

Because strategy isn't a PowerPoint.

The real work is turning insight into coordinated action across an organisation.

If you've ever wondered why good strategies fail to deliver results, this episode is for you.