I am a clear supporter of the “Less is more” philosophy, both from a personal point of view, as a lover of the minimalist lines of Scandinavian design, as in my professional life dedicated to the FMCG world since the end of the 80s.
I pretend that selling consumer packaged goods is not a complicated task. Complex yes, but nothing to do with sending a rocket of hundreds of tons around the moon. In fact, selling and buying has become for the “homo sociologicus” as natural as breathing or eating. It is clear, however, that the massification of processes and the acceleration of trends makes it increasingly complex to manage. To move around efficiently we do not need as many controls and information tools if we walk or if we fly an airplane, even if the purpose is the same.
Having to interpret and make decisions out of hundreds of thousands of data at an increasingly high speed is the current challenge of commercial teams in FMCG. The technology allows them to treat this data effectively, however, it is not always easy to know how to prioritize them and not look in all directions at once.
In the current context, what would be the three key indicators to monitor, why and how?