Which category skill could you give some love? ❤️ 💚 💙 💛
Ever noticed how some category managers just seem to make things happen?
Their ideas get heard, their recommendations get actioned, and they're always in the room when decisions get made.
It's rarely about being the smartest person in the team.
It's about getting four core skills working in harmony: Analysing, Understanding, Storytelling and Influencing.
Miss one and things start to wobble. Nail all four and suddenly you're the category manager everyone wants on their project.
Here's what each one looks like in practice.
1. Analysing
This is where most category managers feel at home. Spreadsheets, reports and graphs are our comfort zone. But knowing your way around Excel isn't the same as being a brilliant analyst.
The magic is spotting which numbers actually matter, what they're really telling you, and what to do about them. Anyone can say "sales are down 10%". A great analyst digs in and realises what’s driving that decline, and what can be done to turn it around.
2. Understanding
You've got the numbers, but you need the context to make sense of them.
Understanding is all about big picture thinking. What's shifting with shoppers, what keeps your retailer up at night, what's happening in the wider world.
It's also knowing how things actually work, from the range review process to the pressures on a buyer's day. Smart recommendations pair what the data says with the knowledge of what can actually be done about it.
3. Storytelling
Understanding what's happening is only half the job. The other half is bringing it to life for your stakeholders. Your analysis is only as strong as your ability to make it stick.
Would you rather have a 40 slide deep dive gathering dust, or a few killer slides that really tell the story? Good storytelling is about presenting your insight in a way that the audience gets, and inspiring action.
4. Influencing
Even a brilliant story won't land unless it reaches the right ears in the right way.
Your buyer might love the idea but can't sign it off alone. The sales director can, but they might care more about sales targets than shopper behaviour. A great influencer tailors the message, finds the right route in, and makes saying yes the easiest thing on that person's to-do list.
Becoming brilliant at all four skills doesn't happen overnight. The category managers who really stand out are the ones who know which skill needs the most attention right now, and put their energy there.
That's the difference between doing a good job and actually making things happen.
To help you figure out where to focus, I've put together a free 5 minute self-assessment. You'll get scored on all four skills and a personalised recommendation on what to prioritise in your learning and development.
Whether you're a brand new exec or fifteen years in, there's always a skill worth sharpening.
Take the assessment here: Category Skills Self-Assessment
And if you want to chat through your results, or you're not sure where to start, just reach out. I'd love to help.
May 2026