The way into a buyer's yes, and the way of working that gets you there. I spent more than a decade on the other side of the table, at Albert Heijn, Etos and Jumbo.
Here I write about what really moves a brand into retail, in the language of category, not the language of brand. And sometimes about the inner work that makes the outer route possible.
The Way In / The Way In / The Way In / The Way In / The Way In / The Way In
September 21, 2026
Four short pieces from August, first published on LinkedIn. Forecasting without a baseline, a category where every seat is taken, and the work founders avoid.
