Source of Business™

Most revenue growth management dashboards show sales, share, uplift and value. They rarely show whether the growth was genuinely new, won from competitors, borrowed from future weeks, taken from your own portfolio, or simply handed to loyal shoppers at a lower price. That blind spot leads teams to fund activity that looks successful in gross sales but fails to create durable business. In mature FMCG categories, this distinction matters more than ever. Price-led growth has become harder, private label has gained structural share, and retailers expect suppliers to prove that their brands grow the category rather than merely reallocate existing demand.