- How the 10 Words have come from both his early life and also through the experience of leading a successful retailer
- What he learned from writing the book.
- Truth - why business is bad at confronting reality and why the truth is vital.
- How the way a corporation thinks is so vital to success
- How being led by the consumer created a new culture and more value for shareholders and customers
- How the customer can be incorporated into the business strategy and even save you money!
- How to assign responsibility to put the customer first
- The 5 stages of getting something to happen
- How technology should free to people to human not replace them
- How data is only valuable if you use it to create customer loyalty and how marketing should use data
- How and why Tesco created Clubcard and what data is for...
- The paradox of the abundance of choice and the need to help customers make choices
- How to learn from competitors rather than dismissing their weaknesses
How you can listen to The Engaging Brand
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