Oliver Wright By the end of 2020, the debate about cloud computing being the “future of enterprise technology” in consumer goods had already concluded. Today just about every leadership team in our industry recognize that the companies they lead must “move to the cloud.” However, when you probe a little deeper it quickly becomes clear that this means very different things to different people. The truth is, that given the art of the possible that cloud enables, consumer goods companies are still not fully capitalizing on the value it can bring. In the three-phase journey that companies are considering, many have got stuck in “phase one.” That is, they’ve migrated some of their workloads to cloud infrastructure to drive down costs and increase flexibility. But for a host of reasons, they now find themselves unwilling or unable to go further.