Writing

Notes

Short, dated notes on four themes: pricing power, revenue growth management, marketing in regulated categories, and practical AI implementation in FMCG. Every note earns its place the same way the work does: a claim, the evidence, the commercial consequence.

Planned notes

The first notes are being written. The titles below are the plan.

  1. Brand building is overrated in low-involvement categories. (Pricing power)
  2. Cash, play, defend, win: give every brand a pricing role. (Pricing power / RGM)
  3. How we put a brand in the top five answers on AI search engines. (Practical AI)
  4. AI theatre: how to tell a demo from a P&L result. (Practical AI)
  5. Marketing when you cannot market: lessons from dark markets. (Regulated categories)
  6. Research in a day: what synthetic consumer panels are actually for. (Practical AI)
  7. Your range is too long: SKU discipline as a growth strategy. (Portfolio discipline)
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The notes feed the newsletter, and the newsletter feeds the notes. The Demanding Consumer is written for people who run brands and P&Ls: no theory without a commercial consequence, no AI without a result.

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