Most category reviews start with the same national story. A little logo swap, a shopper stat dropped in, and out the door it goes. But the buyers on the other side of the table can tell. In this session, we'll take a real category review deck and rebuild it live: stripping out the generic, uncovering what actually matters to a specific retailer and their shopper, and turning “here's our category” into a story that earns a bigger seat at the table. You'll walk away with a practical framework for doing the diligence before you build.