40 years in FMCG management in various capacities has taught me a lot. here are the 15 lessons to remember.

1. 15 things 40 years of being beaten up
by Gorillas has taught me

2. 1. Know more about your business
than the gorilla does

3. 2. Gorillas do not care about you

4. 3. In a power imbalance, negotiation
is challenging

5. 4. Don’t put all your eggs in
their basket

6. 5. Gorillas are lousy at marketing

7. 6. Know the rules well enough
to play in the grey areas

8. 7. Gorilla training is not a place
for children

9. 8. Know when the horse is dead.

10. 9. Innovation is more than changing
the pack design

11. 10. Be nice to the gorillas, an angry
one can do some damage

12. 11. Ensure the gorilla knows you
are not afraid

13. 12. Gorillas need love too

14. 13. Young gorillas are often just
posturing pussies with egos

15. 14. Corporate memory is absolutely
invaluable

16. 15. Beware of armchair experts