25. Fix Your Distribution Before You Promote

25. If shoppers can't find your product, they can't buy it. And if you're promoting items that aren't in full distribution, you're wasting trade dollars and weakening your brand. In this foundational episode, I break down why distribution is the single most overlooked growth lever in CPG. Big brands feel it less. Emerging brands feel it immediately. I explain why your top-selling SKUs must be in every store—no exceptions—before you expand assortment. We unpack how poor distribution dilutes velocity, invites competitors to steal shelf space, and puts slow-moving items at risk of discontinuation. You'll learn how to build KPI-driven distribution strategies by store size, how to rank your flavors strategically, how to protect your core items, and why promotions should amplify your best sellers—not hide weak ones. Distribution is your foundation. Without it, you can't compete. Align your entire team around the right KPIs. Then explore additional episodes to strengthen your selling story and retail execution strategy Get instant access on the show webpage: RetailSolved.com/session25