Something feels off.
Nothing obvious. No clear issue anyone can point to.

Just, tension.

That’s usually the elephant.

And the moment it gets named? Everything shifts.

Poppi didn’t win because they “did marketing better.”
They won because they built a brand that knew exactly who it was, and let that truth drive every decision.

This isn’t a soda story.
It’s a leadership and culture case study on what happens when alignment creates speed.