266. The Origin of Category Management & Retail Trust With Gordon Wade, Retail Performance Group

266. Most brands walk into retail meetings armed with reports… and walk out empty-handed. If you can't explain why what happened happened, you don't have a strategy—you have noise. In this foundational episode, I sit down with Gordon Wade, co-creator of modern category management, to unpack how category management was born out of distrust between retailers and manufacturers—and how fact-based selling transformed the industry. We break down the original 7-step process, the power of shared data, and why insights—not templates—drive growth. You'll learn how to move beyond canned reports, how to turn data into retailer trust, and why need states and shopper behavior matter more than velocity. If you want an equal seat at the table, this is required listening. Download the free episode guide at RetailSolved.com and listen to the companion episodes to go deeper into trade marketing, KPIs, and retail execution. Get instant access on the show webpage: retailsolved.com/session266