The Engaging Brand

Sir Terry Leahy is credited with turning round retailing in the UK. He led Tesco from a struggling business to a global force, through 'simply' putting the customer first.

He joins Anna Farmery to discuss the  Management in 10 Words, a book in which he reveals the experiences that shaped his business philosophy.

• 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.

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