Transcript
Before jumping into your portfolio projects, you need to take some time to understand how you got to where you are today. Most portfolios aren’t designed from scratch. They are shaped over time by innovations, acquisitions, and mergers, as well as the philosophies of those who have been in charge of the brands over the years. And that history matters. We need to understand the DNA behind each brand or product as well as what they represent today. We also need to understand the commercial and political history of each brand. Because for example, some brands might have to remain as an anchor in the portfolio no matter what. Whereas other longtail brands might be using up valuable resources but are only there because nobody killed them off earlier. So from the outset, we need to be thinking about digging into the decisions that got you here to help you identify early energy and excitement for certain brands, decide what is in and out of scope for your project, and make sure all the right people are involved. That time invested upfront will pay dividends later on.
