Plenty of brands with a genuinely good product never work out how to make proper money from it, and it's rarely down to one obvious mistake. More often it's pricing that was set early and never revisited, a market entry that moved faster than actual demand, or simply nobody watching the P&L closely enough to catch a problem while it's still small.

I take that on directly, managing the numbers day to day, planning expansion around real demand instead of ambition, building out sales channels that suit the brand rather than copying a competitor's, and stepping in to reposition brands that have lost their commercial edge over time.

If you're just launching, the cheapest moment to get pricing and positioning right is now, before the early decisions calcify into habits nobody wants to unpick later. If you're already trading and growth has flattened out, the more useful question usually isn't what the strategy deck says should be working, it's what the actual numbers are showing and why. Get in touch with where things currently stand, and we'll start there rather than with theory.