Insights For Execs

Demystiying Marketing at Scale

Category: The Discipline of Scale

  • What’s Shaping CPG Growth in 2026

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    Kamini Natarajan
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    Why discipline matters more than trends Over the past year, I’ve spent time inside CPG and wellness brands at very different points in their growth journeys. Some are scaling quickly. Others are trying to regain momentum after years of expansion. Almost all of them are wrestling with the same reality. Too many things are changing…

  • Why Disruptor Brands Keep Winning

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    Kamini Natarajan
    in

    The real CPG growth gap heading into 2026 Disruptor brands are no longer a side story in CPG.They are the growth story. Across categories wellness, nutrition, beauty, personal care a disproportionate share of incremental growth continues to come from smaller, digitally fluent brands. This is happening even as overall category growth slows and consumers become…

  • The Kind of Speed That Scales

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    Kamini Natarajan
    in

    Why growth rewards aligned velocity Speed is still the advantage. Early growth works because teams move quickly. Decisions happen close to the work. Learning happens fast. Momentum builds because action and feedback are tightly connected. Velocity creates progress. Scale doesn’t change the value of speed.It changes what makes speed effective. Why Speed Works in the…

  • The Discipline of Scale

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    by

    Kamini Natarajan
    in

    Scaling Isn’t About Doing More. It’s About Doing Fewer Things Well. For most consumer brands, growth doesn’t stall because teams aren’t working hard enough. It stalls because effort becomes fragmented. As brands scale, complexity increases naturally—more channels, more data, more stakeholders, more pressure. The instinctive response is often to add more: more campaigns, more tools,…