I'm not writing this paper because I think the APG Awards are easy.
Quite the contrary.
I'm writing it because they are hard, they require thought and effort, which makes the possibility of winning feel even greater.
This is a cognitive bias where effort is not a deterrent but adds value to the work and results.
It is the strategic unlock we used to successfully evolve Arla Protein from survival to thrive.
In 2020 eating protein had gone mainstream and category growth was rapid.
But Arla Protein faced increasing competition, slowing sales growth, being delisted by retailers and removed...