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Do you have a strategy or just a shopping list?
By François Bazini2026-08-20T13:42:00
Agreeing on the core problem to solve will take your strategy further than a long list of goals, says François Bazini, former CMO at Suntory Beverage & Food Europe
Every autumn, the number arrives. It comes from the board. Or headquarters. Either way, it lands on the team’s desk: “Grow by 7%. Improve margins by one point. Gain two points of market share.”
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