Give Every Product a Job: What Your Bestsellers Are Hiding

Revenue is easy to see. Profit hides. 

Between supplier costs, fulfilment, returns and discounting, the gap between what a product sells for and what it actually leaves behind has never been wider, and most businesses are still ranking their range by the top line.

This session is about knowing your products properly, then acting on that knowledge. We call the framework BOI®: every product gets a single commercial job, set by what it really contributes to the business.

We'll cover:
- The bestseller trap: why your highest-revenue product is often not your most valuable one, and the numbers that reveal the difference
- What a product is really worth once returns, costs and repeat purchases are taken into account, and how to work it out without a finance team
- The five jobs a product can have, from making you profit today to winning the customers who'll still be buying from you in three years
- Why some products should be allowed to make you nothing, and how to spot the ones earning their keep in ways your reports don't show
- Real (anonymised) results from brands that assigned jobs across their range, including what changed in the first month
- How to run the exercise on your own range this week, whether you sell ten products or ten thousand

No jargon, no vanity metrics. Just a clear answer to the question most businesses can't answer: what is each of my products actually for?

Whether you sell through your own site, marketplaces or retail, you'll leave seeing your range differently, and every decision downstream of it, from marketing budgets to what you stock next, becomes sharper as a result.