What's changing
The customer has changed channel, changed price sensitivity, and changed expectations, and a lot of brands and retailers are still running the playbook from before those shifts happened. The gap between the assumed customer and the actual one shows up first in the numbers, not the strategy deck.
We rebuild growth strategy around who the customer actually is now: how they shop, what they'll pay, and which channel actually earns the sale. That work has to connect pricing, promotion, and the operating model, not treat them as separate workstreams.
