Implementing Strategy - When 'Grow Profitable Categories' became a long lasting strategy

"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.