Book 05 · Twelve Minutes

The twelve minutes that decide your year.

Written from the other side of the desk — by someone who took those meetings as a category manager. The review calendar, the pricing architecture, the sell sheet, and the four answers that end meetings early.

• 01 The category review calendar — and why timing beats quality
• 02 ECRM and the show circuit: what actually happens in a 20-minute meeting
• 03 Pricing architecture: building to a 40% everyday retail margin — and when specialty holds 50%+
• 04 The one-page sell sheet, annotated
• 05 What buyers actually ask — and the four answers that end meetings early
• 06 Sampling: what to bring, who talks, who doesn't
• 07 The follow-up sequence that separates you from the other 39 brands
• → Where this gets hard alone: getting on the calendar in the first place

Instant digital delivery · Refund & delivery policy · Your purchase is credited toward your first month of LaunchPad or Growth.

Free preview of the thinking: Anatomy of a Line Review