In this conversation, Sam Anderson and Shane Lohman discuss the importance of an Annual Business Plan (ABP) for suppliers in the beverage industry. They emphasize that an ABP sets the foundation for success and helps define goals and expectations for both suppliers and distributors. They also highlight the significance of having a clear narrative and theme for the brand, as well as the need for collaboration and accountability in the distributor-supplier relationship. They provide insights on how smaller brands can create effective ABPs and differentiate themselves in the market. The conversation focuses on the importance of the Annual Business Plan (ABP) in driving growth for brands and building strong relationships with distribution partners. The key takeaways include: 1) The ABP should be a collaborative process between the brand and the distributor, with clear communication and regular check-ins to assess progress and make adjustments. 2) Brands should gather feedback from distribution partners to understand what's working and what's not, and pivot resources accordingly. 3) The ABP should outline specific goals and strategies for increasing points of distribution and rate of sale. 4) Incentives and rewards can be effective in motivating distributor sales teams to focus on the brand. 5) Consistency and alignment in messaging and goals are crucial for success. 6) Brands should take ownership of driving pull-through and rate of sale once distribution is achieved. 7) It's never too late to start implementing an ABP and improving brand performance.