This past year stretched me in a new way. I had the opportunity to work across the spectrum — from PE-owned brands and large manufacturers to small, scrappy builders. For the first time, I could clearly see brand and business building from both extremes, side by side. Here’s what surprised me. The big players have undeniable advantages: capital, best-in-class tools, oceans of data, and teams packed with polished, highly paid talent. Their platforms are the result of multiple

I cannot tell you how many conference rooms and meetings I've been in where senior leaders would get super energized by targeting Gen Z's. When I was in Unilever it was about the Millennials. I still remember holding on to these beautiful one pagers summarizing generational cohorts, alongside their income, ethnicity, and household size. Everyone loved it- it was a handy reference when building consumer targets. Even today, the industry is so hard-wired to think demographics w