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Why customers don’t come first

Dear reader, do not freak out. I am not proposing that your customer is not fundamentally important. What I am saying is that all of your stakeholders are equally important. They coexist in a symbiotic relationship and putting any one ahead of the other is a reductive exercise that is not only oblivious to the complexities of today’s retail ecosystem, it will poison that ecosystem. Effective leaders lead by example, they embody the values and purpose of their organisation. They motivate and em

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