How Consumer Insights Drive Decisions Inside Top CPG Brands
February 11, 2026
In this episode of Shelf Life, we sit down with Amit Singh — a global marketing leader and founder of BrainJump AI, who has worked across brands like Cadbury, Lay’s, PepsiCo, Coca-Cola, and McCormick — to unpack how high-stakes decisions are actually made inside FMCG and CPG companies.
If you’re a founder, brand manager, CPG operator, or building AI for enterprises — this episode gives you a rare inside look at how billion-dollar brand decisions are actually made.
🎯Key Topics Discussed:
1. Why insights often get ignored in CPG
2. The “HIPPO effect” (Highest Paid Person’s Opinion)
3. The chaos of annual planning cycles
4. How innovation funnels really work
5. Why context matters more than raw data
6. The “frozen middle” problem inside large organizations
7. Whether AI tools can actually improve decision-making
8. How BrainJump is turning expert judgment into decision-ready AI
🎙️ Welcome to Episode 08 of ShelfLife — the CPG podcast by Phyllo, where we uncover the untold stories behind the world’s most iconic brands and the people who build them.
👀 See what you can build with Phyllo: https://www.getphyllo.com/
In this episode of Shelf Life, we sit down with Amit Singh — a global marketing leader and founder of BrainJump AI, who has worked across brands like Cadbury, Lay’s, PepsiCo, Coca-Cola, and McCormick — to unpack how high-stakes decisions are actually made inside FMCG and CPG companies.
If you’re a founder, brand manager, CPG operator, or building AI for enterprises — this episode gives you a rare inside look at how billion-dollar brand decisions are actually made.
🎯Key Topics Discussed:
1. Why insights often get ignored in CPG
2. The “HIPPO effect” (Highest Paid Person’s Opinion)
3. The chaos of annual planning cycles
4. How innovation funnels really work
5. Why context matters more than raw data
6. The “frozen middle” problem inside large organizations
7. Whether AI tools can actually improve decision-making
8. How BrainJump is turning expert judgment into decision-ready AI
🔗 Check out BrainJump AI: https://www.brainjump.ai/
📢 Learn more about Phyllo:
🌐 Website: https://getphyllo.com
📩 Email: contact@getphyllo.com
📱 Beacons: https://beacons.ai/getphyllo
👀 See what you can build with Phyllo: https://www.getphyllo.com/
In this episode of Shelf Life, we sit down with Amit Singh — a global marketing leader and founder of BrainJump AI, who has worked across brands like Cadbury, Lay’s, PepsiCo, Coca-Cola, and McCormick — to unpack how high-stakes decisions are actually made inside FMCG and CPG companies.
If you’re a founder, brand manager, CPG operator, or building AI for enterprises — this episode gives you a rare inside look at how billion-dollar brand decisions are actually made.
🎯Key Topics Discussed:
1. Why insights often get ignored in CPG
2. The “HIPPO effect” (Highest Paid Person’s Opinion)
3. The chaos of annual planning cycles
4. How innovation funnels really work
5. Why context matters more than raw data
6. The “frozen middle” problem inside large organizations
7. Whether AI tools can actually improve decision-making
8. How BrainJump is turning expert judgment into decision-ready AI
🔗 Check out BrainJump AI: https://www.brainjump.ai/
📢 Learn more about Phyllo:
🌐 Website: https://getphyllo.com
📩 Email: contact@getphyllo.com
📱 Beacons: https://beacons.ai/getphyllo