How do brands grow?

In this episode, we dive into the "marketing bible": Byron Sharp’s How Brands Grow. To help us separate marketing myths from scientific reality, I’m joined by Will Battersby, CEO of BOS Brands.

Will brings a unique perspective to the table, discussing how he applies Sharp’s evidence-based laws to the fast-moving, high-energy world of BOS. We move beyond the fluff to discuss the mechanics of how brands actually scale in the real world.

Key themes we explore include:

• The Power of Light Buyers: Why your heaviest users aren't the primary key to growth.

• Distinctiveness over Differentiation: Why standing out matters more than being "better."

• Mental & Physical Availability: The two non-negotiables for brand dominance.

• Category Entry Points: How to own the "buying moment" in a consumer’s mind.

• Innovation & Brand Assets: Building a visual language that consumers can’t miss.

Whether you’re a marketing professional, an entrepreneur, or a student of business strategy, this conversation offers a masterclass in bridging the gap between academic theory and FMCG practice.

This is our first Episode of season 2. Make sure you subscribe to listen to all the amazing guests we have lined up.

Enjoy the episode!

Real innovation is hard, and most companies are just "walking dead" organizations waiting to fail. On the Season 1 finale of The Non Fiction Book Club, the powerhouse CMO of Spur Corporation, Vuyokazi Henda, dives into Elvin Turner’s ‘Be Less Zombie’. Drawing on her massive experience at Unilever and Spur, Vuyo explores how to build a sustainable innovation engine and escape the "zombification" of corporate life.

We discuss the unique challenges of innovating within a franchise, the power of rapid experimentation, the "just do it" test methodology, and why real change always starts with yourself.

This is our final episode of the season! Thank you for an incredible journey so far—stay tuned for some big announcements regarding Season 2.

What actually works in raising countries out of poverty? On this episode of The Non Fiction Book Club, ecosystem builder and CEO for Africa at Allan & Gill Gray Philanthropies, Ant Farr, discusses the ‘The Prosperity Paradox’ We discuss market-creating innovation, the concept of ‘competing against nothing’, and what he is already seeing on the ground in South and East Africa as he applies this thinking to raising up entrepreneurs.