I believe strategic category management starts with truly understanding your business needs and having a clear vision for the future of the category.
Every category has its own unique story that can be understood from a mix of hard data and soft insights. Playing the part of detective to piece together all the different bits of the jigsaw is what make category management fun.
I keep things simple:
understand where your category is now
create the vision for where you want the category to be in the future
devise a robust implementation plan
It’s what I call ‘getting from A to B’ and I always receive positive feedback for this no-nonsense approach.