09/08/2026
Busy isn’t a strategy.
Most beverage brands don’t have a strategy problem — they have a “too many tactics, not enough spine” problem.
Events. Trainings. Pretty assets. PR. All useful. But if they don’t lock to ONE clear growth job for the quarter, you’re busy… not building.
My rule after 20+ years (supplier side + agency): pick the outcome that moves the P&L. Then make every activation earn its keep.
What’s your brand’s one growth job this quarter? Drop it below 👇
Clear-eyed look at what’s working vs. noise → cjlconsults.com
