Your launch didn’t fail. Your brief did.
Why most FMCG innovation underdelivers before the product reaches the shelf.
The post-mortem always says execution.
Most companies do not run post-mortems, for fear of starting an uncontrollable finger-pointing exercise. The ones who run post-mortems are so focused on shifting the blame to the bottom layers of the organisation that they never actually look at whether the strategy was working.
Distributi…
