Notes from the ground in Asia.

Every launch signal can be green and the product still fails. In Asia almost everyone will try it once. The second purchase is the number that tells the truth.

There is no Asian consumer and no single Asian market. The work is local, the scale is regional, and holding both at once is the real job.

Most businesses do not set their pricing. They accumulate it. How to tell if yours has drifted, and where to start.

The margin is fine on average, and the average is the problem. The fix lives in cost to serve, customer by customer and channel by channel.

The distributor is not dying, but the job you hired them for is, and your terms have not noticed. Time to rewrite the deal.

More budget is the expensive answer. The growth you have already paid for is sitting in the spend you are wasting.

In most of Asia you do not run the people who deliver your plan. Getting it to land anyway is the real work.

Why every promotion teaches your shopper something, and how to make sure it is the right lesson.