Essay 01
The Number on Your Invoice Is Not What You'll Get Paid
It was not a bad deal. It was a normal deal.
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A collection of essays on what physical product brands find inside retail and marketing. Written from the brand's side of the table. The gap between what founders are told and what they find is bigger than most people think.
Essay 02
Your Marketing Team Is Managing a Dashboard That Can't See Half Your Business
The campaigns are working. The dashboard can't see why.
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Most New Products Fail on Shelf. The Product Is Rarely the Problem
Products don't fail on shelf. Systems filter them out.
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Why JCPenney Couldn't Lower Its Prices
You don't choose your price. Your first customer does.
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Why Kraft Heinz Wrote Down $15.4 Billion
The cuts that save the P&L kill the brand. The P&L cannot tell the difference.
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