How focus and pruning leads to growth

Since the Industrial Revolution, bigger has been viewed as better in the food and beverage business.

Bigger usually suggests more powerful – more capable of dictating the behaviors within a product category plus an ability to unleash a torrent of assets that work to overwhelm smaller competitors. In marketing, the common denominator in media strategy – even in the era of fractured and splintered audiences – is the lure of cobbling together scale. The motivation for scale might be the sheer balance-sheet magnetism of dramatic market projections driven from a belief that “all things to all people” is still a workable business model.

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