chapter 1



“Eddie, how do you think we should change the POG?” asked my client, Jeff Ackerberg, the vice president of sales and marketing of a major office-supply manufacturer. POG? I had no idea what he was talking about. The only thing that came to mind was passion-orange-guava juice from Hawaii, where I grew up. “We have a few different versions of the planogram for different retailers, but maybe you have a new idea?” Jeff continued.

The good news was that I figured out that POG was shorthand for planogram, but the bad news was that I still had no idea what a planogram was. Since I was a young consultant, just a few years out of college, I had never before helped a client with retail activation, so I wasn’t ...

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