I’ve seen a lot of companies try to build out their growth and their growth strategies and oftentimes I realize that they’re doing that by and large by pie splitting. They assume that the pie categories are fixed and they say, well if we want a slice we are going to take it from a competitor by lowering prices, increasing our advertising spend or copying innovation. This strategy may work in the short-term but usually what happens is the pie get smaller and smaller.
The focus instead should be on growing the pie by focusing on your super consumers; the consumers that love the category and buy a lot of it.
