Strategic Growth Management Vol. 2
Not all brands are born to conquer — but all must earn their right to stay. In this second volume of Strategic Growth Management, I break down one of the most overlooked growth levers in business: portfolio role clarity. Whether you’re managing brands, SKUs, countries, or channels, every element must serve a strategic function — or make room for those that do. From ‘Conquerors’ that drive aggressive expansion to ‘Financiers’ that fund it through margin, and ‘Defenders’ that hold the front lines against competition, understanding and assigning these roles is key to sustainable growth. I share real-life experiences of leading a multi-country, multi-SKU portfolio through simplification, focus, and tough decisions — including the strategic ‘cure or kill’ process. The result? A leaner, more energized team, sharper execution, and stronger business results. Portfolio strategy is not just about managing complexity — it’s about converting it into competitive advantage.