The Growth Playbook for CPGs

CPG brands face three growth killers that erode margins and stall revenue. Brand devaluation traps companies in incremental innovation, forcing price competition as distinction fades. Commercialization lag creates a speed disadvantage, with slow development processes causing you to miss critical market windows while nimble competitors capture emerging trends. The gamechanger graveyard kills promising ideas through broken governance, starving breakthrough projects of resources and delivering inconsistent performance.

Breaking free requires a fundamental shift from defending legacy brands to creating new value. This means moving beyond incremental tweaks to capture new consumption moments and build direct relationships with consumers through personalized services and channel innovation. It demands validating innovations early with real consumers to close market window gaps, and establishing dedicated systems that shield novel ideas from organizational protectionism.

This playbook provides a diagnostic and roadmap to escape these traps. You'll find a six-question assessment to pinpoint which growth killer is hitting hardest, proven strategies to counter each barrier, and a lighthouse methodology to deliver your first measurable win. Rather than attempting enterprise transformation immediately, start with a focused initiative in a single brand or category.

At oneUp, we're committed to helping CPG brands break free from incremental innovation. Download the playbook to start your transformation.

‍