At 10.30am on 24th September 2000, eight British men were sitting in a boat waiting for a gun to go off.
The gun would signal the start of the Men’s Eights Olympic Rowing Final.
Most of the big rowing nations put their best rowers in the Eights. But Britain had done things differently. The best four rowers – Redgrave, Cracknell, Pinsent & Foster – went in the coxless fours. The next best – Searle & Coode – went in the coxless pairs.
The ones left over went in the Eights. They were the guys who weren’t good enough to win. Supposedly.
Whilst they weren’t the best rowers, the Eights wanted to win. Really wanted to win.
They had a laser-like focus. That focus was based on one very simple question.
A question they asked themselves every day. In every conversation. Every interaction. Every action.
“Will it make the boat go faster?”
Do you do X? “Will it make the boat go faster?” Yes. OK, we do it.
Do you do Y? “Will it make the boat go faster?” No. OK, we don’t do it.
BANG. The gun went off. The Men’s Eights Final was underway.
5 minutes 33.08 seconds later, the British team crossed the line.
The boat did go faster. Faster than any of the other boats in the race.
The team that wasn’t good enough to win had won. They were Olympic champions.
Why are we talking about this? In the FMCG industry we have lots of conversations. About pack designs. Activation ideas. Communication options. Promotional plans. New product launches. Distribution opportunities. The list could go on.
These conversations can be very subjective. Ones where the strongest (or most senior…) opinion wins.
They can be very low level. Ones where you get so deep into the weeds that you can’t find the way out.
They can be very internally focused. Ones that focus on the stuff that matters to you, not anyone else (shoppers, retailers).
So, what if you had your own very simple question? The FMCG equivalent of “will it make the boat go faster?”
A question that allows you to be more objective. That is higher level. That is externally focused.
What if you asked, “will it help more shoppers buy you?”
You could use it in any number of the conversations you have and decisions you take. For instance…
When you’re planning a new product launch. Should we launch with a smaller pack or trial size? “Will it help more shoppers buy you?” Well, it will lower the risk of trial. So, yes it will help more shoppers buy. Let’s do it.
When you’re doing a range review. Should we try to defend all our SKUs? “Will it help more shoppers buy you?” Well, the tail SKUs are taking space and visibility away from the lead SKUs. So, no it won’t help more shoppers buy. Let’s cut the tail.
When you’re developing shopper communication. Should we add another message to our pack or POS communication? “Will it help more shoppers buy you?” Well, it will add more noise and likely get in the way of the main message we want shoppers to see. So, no it won’t help more shoppers buy. Don’t add it.
When you’re reviewing shelf ready packaging. Do you invest in new SRP? “Will it help more shoppers to buy you?” Well, a new SRP configuration will enable us to be sold in impulse locations in store. A new design will help reinforce our brand block. So, yes it will help more shoppers buy. Let’s invest.
When you’re looking at promotions. Should we try to get into the meal deal? “Will it help more shoppers buy you?” Well, if we’re in the meal deal we’ve got a much better chance of being bought. So, yes it will help more shoppers buy. Let’s go for it.
These are just a few examples. There are lots more.
Of course not all decisions are binary. You may not know for sure if something will help more shoppers buy you.
But asking that question gives you focus. It enables you do more of the things that will help more shoppers buy you and less of the things that won’t.
BANG! The FMCG race has started…
Feel free to forward. Have a great weekend. Speak to you next week.