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How Do We Make the Unpredictable, Predictable?

James Griffiths : Global Head of RGM Solutions Consulting | O9 Solutions
Tariffs are increasingly shaping the decisions of pricing, sourcing, and supply teams. And yet, we still see many businesses respond to them reactively, treating each new change as an isolated event rather than part of a larger pattern. To explore why this reactive posture can be risky, let’s consider three short stories. Each highlights a different aspect of how consumer expectations, policy shifts, and brand strategy converge, and what happens when that alignment breaks down.
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James Griffiths is a senior commercial and strategy leader with over 15 years of experience in revenue growth management, category planning, and transformation. He currently serves as Global Head of RGM Solutions Consulting at o9 Solutions, where he partners with leading retailers and consumer brands to shape future-fit commercial, category, and marketing capabilities. Prior to this, James led Strategic Revenue Growth Management in the UK for Deloitte and held a range of commercial strategy roles at Marks & Spencer and Tesco.