In the previous
I’ve written in this series on category management I said that category management
wasn’t really a process but a recipe that enabled you to consistently make yummy
category management cakes. Cakes that would get you on to The Great British Bake
Off and not be thrown into the compost bin for being inedible.
I love a great metaphor. I’ve even written a book on the subject to help people get out of the predicaments they’ve found themselves and back on track: Can’t see the wood for the trees. That said, we can sometimes get too carried away with the metaphor and forget the insight we’re trying to share.
In this post I want to be a little more explicit in the point I’m making by offering some alternative definitions I’d like you to have for the Category Management process.
Process – adaptable and flexible process steps to guide you from start to finish – some concurrently undertaken and some consecutive.
The toolkit then becomes the means of consistently making any of that happen across the whole organisation – the reference guide for those who haven’t done this before, or don’t do it so regularly enough that they’re able to replicate it from memory without forgetting key points or cutting dangerous corners. It provides the nudge to go beyond what they know and have done for years and to try something they’ve not done before – just like those technical challenges in The Great British Bake Off (although this time we’re giving them all the instructions).
The working strategy document is then a means of documenting the cake, journey, or meeting for all to follow, critique, add and enhance the output.
What’s then delivered:
In other words, the category management process and supporting toolkit allows for greatness not mediocrity! It doesn’t keep you shackled - it lets you fly.
I think that’s enough metaphors too keep you going.
Seriously though, do get in touch if you’d like to explore the science of doing category management well in your organisation. It really could be a life changer. Contact email@example.com.
Knowledge Hub: How to make Category Management a business process
Tagged by topic: Category Management
by Alison Smith