In this episode, Wendy Liebmann talks to Gina Zilleox, Senior Director Category Management, Glanbia Performance Nutrition about the need to make dramatic assumptions about the competitive landscape in order to thrive in the future. They discuss:Whether or not category management, as we know it, is dead.  How essential it is to broaden the perspective of what a category is, especially – but not only -- if you are in the health and wellness spaceThe importance of building a needs-based segmentation approachThe challenge of pricing transparency in a world of AIWhere and how to look for white space growth opportunitiesWhat it takes to build individualized strategies for retail partners to ensure mutual successHow the only way to succeed is with an omni-channel approach to category management Send us a textVisit our website for transcripts, links mentioned on this episodes, and video podcasts. Subscribe and rate us with your favorite podcast app!