BATB score: 8.9/10 20|60; 20% of a brand’s customers delivers 60%* of its sales #marketsharemarketsharemarketshare 20|80 is dead. Acquisition > Retention. Don't over think FMCG. Listen to me. There's NO loyalty for shampoo. Broad #scale > Precision #niche. How promotional discounts merely push future sales to be today's sales. Best for: every brand managers, FMCG marketeers, cross-functional sales team members to read this 101 book.