Quality Over Quantity in FMCG: Building Long-Term Brand Value Through Smarter Scale-Ups

Want a stable brand, predictable revenue, a stronger story to sell, solid consumer presence, smoother working capital, easier funding access, better profitability? A compelling narrative for investors, retailers, consumers? So, like, all of it? 

Take 3 in Operating Principles for Successful Scale-Ups - Quality > Quantity

Go for shape, for quality. Don't sell yourself short. Everyone buys into quality. It's not about being the most expensive, never discounting or having a binary approach - its about matching your strategic actions with your goals. Sacrificing what might be a short term fix for a longer range outcome will be uncomfortable - but is a decision any operator in a consumer goods space will be faced with.