Beyond Predictions: Putting the vision into a category vision to truly step change long term growth

A webinar by BeenThereDoneThat examining how a different approach to developing and building a category vision is needed to shape and lead markets
Beyond Predictions: Putting the vision into a category vision to truly step change long term growth

Beyond Predictions: Putting the vision into a category vision to truly step change long term growth

A webinar by BeenThereDoneThat examining how a different approach to developing and building a category vision is needed to shape and lead markets

Session details

Monday, January 29th, 2024 | On Demand - Virtual

Sign up to gain access and watch this thought-provoking session, where we will examine the vital role of Category Vision in unlocking growth. Our panel will share insights on cross-pollinating macro-cultural forces, navigating adjacent category dynamics, understanding shifting consumer behaviors, and utilizing customer and retail intelligence.

We are not here to predict the future; we're here to challenge preconceptions, share real-world examples, and delve into the strategic imagination needed to redefine your category.

Discover how to define the future of your category, read the tea-leaves better than your competition, and widen the aperture of opportunity.

Sign up below!

When you submit the form above you will be redirected to the recorded session. Make sure you sign up so that you can access the recording as well as key takeaways and additional resources from the session.

What you can expect to take away from the session

Key Takeaways:

  1. Strategic Imagination Unleashed: Learn how to go beyond trends and incremental innovation, tapping into strategic imagination to define the future of your category.
  2. Cross-Pollinating Forces: Understand the importance of considering macro-cultural forces, adjacent category dynamics, and consumer behavior to identify new opportunities.
  3. Lessons from the Wild: Explore real-world case studies and lessons learned from seasoned industry experts who have successfully redefined their categories.
  4. Practical Methodologies: Gain insights into processes and methodologies for developing and implementing a Category Vision that sets you apart in the market.
  5. Adaptability and Competitive Edge: Learn how to adapt to market changes, foster cross-functional collaboration, and differentiate yourself in a competitive landscape.


Nikki Crumpton


Chief Strategy Officer at BeenThereDoneThat

Nikki has had a career in the industry spanning over twenty five years. Previously she led Planning departments and held Global strategy roles in several major agencies. In recent years, she has driven the codification of Problem Definition, and within this is a huge believer in the value of collaboration and combining different kinds of thinkers. Nikki’s core strength is in finding a way to give Brands a story that connects with both organizations and their customers and consumers, and developing those stories that drive action and behaviour change against specific challenges. Complex stakeholder management and alignment are tasks she relishes and finding new and interesting ways to communicate with people by being channel agnostic and results focussed. And BeenThereDoneThat is where she’s found her place to pursue all of it.

Anup Shah


Chief Operating Officer & General Manager at PLEZi Nutrition

Innovative brand leader with diverse experiences in marketing and general management for multinational CPG companies. Led the growth of multiple iconic billion-dollar brands through consumer driven innovation, award winning integrated marketing campaigns, and flawless go to market execution. Collaborative leader who builds high performing teams inspired to win in the marketplace. Crain’s notable marketing executives, Campaign Live 40 over 40, MMA Board member. Winner of 2 Cannes Lions, 3 Effies, 3 one show pencils. Passionate Brand Builder.

Laraine Miller


President, Transformational Leader, Board Member, Innovator,, P&L Driver and Marketing Guru

General manager with a proven track record of growing highly successful brands, leading breakthrough launches and creating business turnarounds through her 20+ years of experience in consumer goods brand management across a range of categories.Laraine is recognized as a collaborative leader skilled at simplifying complex business issues and setting priorities in order to build successful, high-performing teams.A driven executive, marketer and leader, her experience spans both the Client and Agency sides of the business (Unilever, General Mills, Sterling Brands, Young & Rubicam) as well as leadership in smaller entrepreneurial ventures.Laraine has always had a passion for understanding consumer psychology and translates those insights into active problem-solving that benefit the top and bottom line.Laraine earned her MBA from Harvard Business School and her undergraduate degree from The University of Virginia.

Laraine has been awarded for Time 100 Most Influential Companies (TAZO) | Fast Company #2 Most Innovative Food Company (TAZO) | Unilever Compass (Pure Leaf $1Bn Milestone) | Unilever Compass (Breyers Turnaround) | Effie (Breyers Turnaround) | Nielsen Breakthrough Innovation of the Year (Breyers Gelato Indulgences) | General Mills Champions Award (

Christina Clarke


CMO, Strategic Advisor and Consultant

Christina is an enterprise business leader with over 20+ years experience in fast-growing, high-achieving organizations with a track record of exceeding business goals and establishing sustainable results. Strategic leader who thrives on the opportunity to take complex problems, develop a clear strategy and create action to rally and connect the organization. Highly engaged and contributes to overall enterprise success with a focus on talent as an essential investment. Embraces people leadership with reputation of recruiting ​top talent, building teams and developing business leaders across functions. Leverages broad experiences across operations, marketing, restaurant and CPG industries to break down barriers and achieve new possibilities.

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