Phil Toms: Understanding Incrementality - Identifying The Strategies That Drive Genuine Growth!

Phil Toms: Understanding Incrementality - Identifying The Strategies That Drive Genuine Growth!

In this episode, Ant sits down with Phil Toms, founder of See Round Corners and a rare breed of properly commercial marketeer, to unpack what it really takes to grow brands in today’s FMCG landscape. From British Meat post-BSE and Cereal Partners (Nestlé & General Mills) to Charles Wells, tea portfolios, and his own startup Sown & Grown, Phil shares how owning the P&L, obsessing over the shopper, and treating every penny as if it’s your own can transform performance. They cover: Why sales & marketing misalignment quietly kills value. How incrementality (not just innovation theatre) should shape your plans. The power of reviving old IP instead of always chasing “new, new, new”. What retailers really want: evidence, insight, and joined-up thinking. Why getting out into store still beats any deck or dashboard. How GLP-1, AI, and shifting health trends are reshaping food & drink. Phil also lifts the lid on See Round Corners—his work on brand creation, acceleration, revival, and mentoring—and why a fresh pair of eyes on your brand blind spots can unlock serious growth.

Bryony Thomas: Watertight Marketing in Practice - Journeys, Lessons & Lasting Advice

In this episode, Bryony Thomas, creator of the Watertight Marketing methodology and author of the bestselling book of the same name, joins us to talk about building sustainable, profitable marketing systems that actually convert. We cover: * Bryony’s journey from agency life and Microsoft accounts to founding her own business and creating Watertight Marketing * The bucket, funnels, and taps analogy, and why you must build your customer journey backwards * The 13 touchpoint leaks and how to use them to diagnose where your sales are slipping away * Why “functional is a milestone on route to world class” and how to escape perfectionism so you can ship and learn * The power of not forgetting existing customers – from surfacing “hidden” value on invoices to properly showcasing the goodwill you give away * Why consistency beats “big bang” campaigns, and how little-and-often marketing compounds over time * The surprising effectiveness of physical marketing (direct mail, lumpy mail, merch) in an AI-saturated, digital-first world * How to outthink – not outspend – bigger competitors * Bryony’s personal journey as a pancreatic cancer survivor, what it taught her about stamina and discipline, and how those lessons translate directly into marketing and business building * A preview of her new book, “101 Ways Customers Are Like Cats”, and what cats can teach us about client behaviour and customer journeys If you’re a founder, leader, or marketer trying to make your marketing pay its way – especially with limited resources – this conversation is packed with practical ideas, memorable analogies and hard-won lessons you can apply straight away.

David Knibbs & Lydia Smith: Beyond The Bean - Building TOFOO Co

Join us for an inspiring episode as we sit down with David and Lydia, founders of The Tofoo Co, in Malton, North Yorkshire. Discover how they left their corporate careers to build a values-driven, independent food business from the ground up. Lydia and David share candid stories about the challenges and triumphs of entrepreneurship, from buying a small tofu company to scaling it into a national brand. Learn about the importance of company values, resilience through tough times, and the power of a strong partnership. Whether you're a food industry professional, aspiring entrepreneur, or just love a good business story, this episode is packed with valuable lessons and real-world insights. Don’t miss their advice on brand building, overcoming tofu phobia, and the secrets behind their steady growth in the plant-based market! #Entrepreneurship #SmallBusiness #PlantBased #Tofu #BusinessJourney #Podcast #FoodIndustry #Startup #BusinessGrowth #UKBusiness #Inspiration

Andy Phelps: From Retail to Optics: A Leadership Journey of Learning, Purpose, and Passion

In this episode, Andy Phelps, Operations Director at Specsavers, reflects on his 20+ year career across Sainsbury’s, Co-op, and Specsavers. Andy shares candid stories about learning from mistakes, the importance of mentorship, and how values and purpose have shaped his leadership style. He discusses the challenges of managing global teams, adapting to new industries, and building strong supplier relationships. Listeners will gain practical advice on developing resilience, fostering a learning mindset, and creating balanced, high-performing teams. Perfect for anyone interested in leadership, retail, or personal growth. Key topics: * Andy’s career journey and leadership evolution * Lessons from retail and supply chain management * The role of mentorship and continuous learning * Balancing ambition, well-being, and team culture * Embracing change and staying passionate in your work

Andy Johnston: Navigating Retail Relationships, Insights from Advantage Group!

In this eye-opening episode of the Commercial Confidence Podcast, Andy Johnston, Managing Director of Advantage Group UK, reveals the hidden dynamics between retailers and suppliers. Learn how top businesses collaborate, overcome challenges, and drive growth in today's competitive marketplace.    Key Insights:  ✓ The power of B2B research  ✓ Strategies for building strong industry relationships  ✓ Future trends in retail and supplier interactions  ✓ Leadership lessons from a seasoned industry expert    Whether you're a business leader, entrepreneur, or aspiring professional, this episode offers invaluable insights into creating successful commercial partnerships. Discover the secrets of commercial confidence and take your business relationships to the next level.   #CommercialConfidence #RetailStrategy #BusinessInsights #LeadershipDevelopment