Why did CPGs stop innovating? We sit down with Bobby Moesta, CEO of The Rewired Group and co-creator of Jobs To Be Done, to unpack why large brands stalled, how innovation drifted into launch theater, and what it takes to build products consumers will actually hire and use. Bobby brings decades of experience across defense, food, and software to reveal a blunt truth: categories are a supply-side fiction, while real competition lives in the moments consumers' own "struggling moments."

We explore how to replace segment thinking with struggling moments, why Snickers competes with coffee and sandwiches, and how “more choice” often lowers velocity by increasing confusion. Bobby lays out a practical reset: start with frank post-mortems, map unknowns early, and design your own innovation process based on your market’s pace of change. Tie teams to outcomes, not ship dates — measure pounds of cash, repeat purchase, and usage occasions instead of margin percent and project completion. Align the big hire (why they buy) with the little hire (when they use), so you grow consumption, not just pantry inventory.

We also dig into AI’s real role in consumer goods. The winners don’t sell AI; they quietly use it to remove friction where talent is scarce and response time matters. Build a kick-ass half, then improve — just like the earliest iPhones. If you’re ready to stop copying features and start solving real jobs, this conversation is your roadmap. Subscribe, share with a teammate who owns a launch calendar, and tell us: what struggling moment will you tackle next?

Tariffs just rewrote the rules — now what?

In this episode of Shelf Life, Joel Beal, CEO of Alloy.ai and “recovering economist,” and Logan Ensign, Alloy.ai's Chief Customer Officer dig into the chaos unleashed by the sudden announcement of new U.S. tariffs. The implications for the consumer goods industry are huge — and unfolding fast.

From conversations with leading brands and retailers, Joel shares what he's hearing in real-time and offers early guidance for decision-makers who need to act — but are frozen by uncertainty.

We cover:

• Why this latest round of tariffs caught most companies off guard — despite the warnings
• Who actually pays for tariffs, and the early-stage tug-of-war between brands, retailers, and consumers
• The ripple effect on manufacturing, freight, pricing, and demand
• Tactical ways companies are already scenario planning and tweaking terms to minimize impact
• Why now is not the time to make major shifts — and what you can do instead
• The surprising potential global shifts in product development and market focus
• What the Nintendo Switch 2 has to do with all this

If you’re trying to balance cost-cutting, pricing, and planning amid the noise — this is the clear-headed breakdown you need.

Join us as we discuss with Joel Beal, CEO of Alloy.ai, the increasing practice of retailers imposing fees on suppliers for data access. We examine how this shift impacts supplier-retailer relationships and the broader implications for the consumer goods industry. In this episode we explore:

• Why Retailers Are Charging for POS Data – Joel Beal explains the factors driving retailers to monetize supplier access to sales and inventory data, from operational costs to new revenue streams.
• Impact on CPGs and Consumer Brands – How these fees affect suppliers' ability to make data-driven decisions, manage inventory, and optimize retail partnerships.
• Strategies for Navigating Data Paywalls – Joel shares insights on how brands can adapt, including leveraging alternative data sources and negotiating better access terms.
• The Future of Retail Data Access – A discussion on whether this trend will continue, what it means for supplier-retailer collaboration, and how technology could change the landscape.