How to orchestrate pricing, promotions, products, channels, AI, and execution for profitable growth in FMCG and retail It has become something of a tradition for me to read and review Danilo Zatta’s books during my travels! This time, Revenue Growth Management, co-authored with Jelle de Jong, travelled with me to Morocco and to Marrakech’s famous Majorelle Garden, closely associated with Yves Saint Laurent. It was a fitting setting. The garden brings together plants, color, water,...

The Hard Part of Outcome-Based Pricing Is Choosing the Right Outcome On a recent trip to Morocco, I came across a simple pricing lesson in a ceramics store. The owner told us they had changed how workers were paid. Before: People were paid by the hour. ⏱️ Later: They moved to paying per finished item. 🍯 The difference was significant: When people were paid by the hour, speed was not really rewarded. In fact, slowing down could even make sense. When people were paid per finished item,...

The latest Gen4I Summit in Athens made one thing clear: AI is reshaping businesses right now! Here are the top insights driving the new AI reality: 1️⃣ AI is Everywhere Use cases are growing fast across operations, customer experience, product, and strategy. 2️⃣ Proof Over Promises Real deployments now lead the way. They deliver clear, measurable wins. 3️⃣ AI Must Impact the P&L The question has shifted from “Can AI do this?” to “Does AI improve revenue, margin, or speed?” 4️⃣ Human + AI...