ASOS 15
aspirational goals 37, 99–100, 104–5, 201, 203–4, 206, 209
Audi 157
balance sheet 253 Barcelona Football Club 65 Beatles, The 60, 263–4 Benefi ts Track 119, 121–6 Beuchnar, Carl W. 138 Bilimoria, Karan: Bottled for
Business 95–6 Blind Side, The (fi lm) 211 Boizot, Peter 95
boomerang principle 90–1, 162 Brailsford, Dave 224
brand, defi ning 154 brand building 154 brand essence 155, 156 brand guidelines 255 Brand Identity Map 154–7 brand maintenance 154 brand personality 155 British Airways 81 Buffett, Warren 43–4 Bullock, Sandra 211 BUPA 199
Business Growth Transformation Framework® (BGTF) 25–44, 64
High performing Organization Model 31, 40–1, 66–82
Inspirational Leadership 31, 40, 45–64 Measures that Matter 31, 41–3,
244–52
car dashboard analogy 42 ABN/AMRO 242
Accenture 213–14
accrual accounting 246–7 Acquire, Maximize, Retain (AMR)
strategy 5, 6, 7–10, 21–2, 32, 188 Four Big Questions of 7–8, 11, 16, 19,
22, 24
LEGO® case study 18–21
McDonald’s case study 16–18 sales planning and 175–8 Adams, John Quincy 45 Adidas 157
Adobe 213, 214
Adolph Coors Company 54 advantage 119
affi liation need 139 AIG 242
Airbnb 23
airlines, budget 106–7
Al Nahyan, Khalifa bin Zayed 243 Aldi 105, 106, 114, 115
Ali, Muhammad 34, 61
Always On global consumer 152 Amazon.com 15, 127
Amundsen, Roald 77–9 Any Given Sunday (fi lm) 225 Apple 55–6, 60, 87, 94, 112, 129 iCloud 56 iPad 55, 129 iPhone 55 iPod 55 iTunes 55 iWatch 55 Arthur Andersen 241 Asda 105
COPYRIGHTED MATERIAL
conscious intent 165–6 conscious necessity 166 unconscious state of mind 163–4 Customer Classifi cation Framework 174,
178–81, 186–7
Customer Contact Strategy 174, 186–8 applying to new customers 188–9 customer experience vs. customer
service 134 customer profi ling 109–10
pen portraits 110–11
Customer Relationship Management 179 customer service vs customer
experience 134 customer strategy 37, 131–45 Davies, Hunter: Beatles, The: The
Authorised Biography 264 debtor management 250–2 Decca Records 60 Dell 112 Deloitte 213, 214 Dennis, Ron 57 DFS 154 DHL 69 disciplined execution 34, 79–81, 225–8 Disney, Walt 60, 65, 133–4, 154 Disneyland 133–4 Disney World 93 Dragons’ Den 88, 128
driveway to driveway experience 224 Drucker, Peter 83
Earnings before Interest, Taxes,
Depreciation, and Amortization (EBITDA) 248–9
easyJet 106 e-business model 15
emotion benefi ts of brand 155, 156 emotional needs 138–9
empirical validation 33–4, 223–6 Employee Value Proposition
(EVP) 198–216 building 200–2 compelling 199
growing and developing people 202, 210–15
Seven Guiding Principles 31, 32–5, 221–6 Strategic Plan 31, 35–9, 76–9 business purpose 37, 85–99 buyer’s remorse 166 capability 206 Carnegie, Andrew 93
Carroll, Lewis: Alice’s Adventures in Wonderland 67
cash accounting 246 cash fl ow statement 253
cash management strategy 250–2 creditors 252 debtor management 250–2 channel management 161–2 Chrysler 242 Churchill, Winston 87, 88 Cobra beer 95–6 Coca Cola 154 Compaq 112 CompareTheMarket.com 15 compelling, defi nition 117
Compelling Value Proposition (CVP) 37, 117–30, 198 essentials of 118–19 technology and 127–8 complaints 145 compliments 145 conscious curiosity 164–5 conscious intent 165–6 conscious necessity 166 Conwell, Russell H.: Acres of
Diamonds 8–9 cost reduction 7
‘cost to serve’ business model 15 costs acquiring customers 14 fi xed 248 serving customers 15 Countrywide Group 70–1 creditors 252 critical non-essentials 224 curiosity 23 Currys 125
Customer Buying Zone 163–6 conscious curiosity 164–5
Guiding Principles, seven, of BGTF 31, 32–5
disciplined execution 34, 79–81, 225–8
empirical validation 33–4 ‘outside in’ thinking 33, 173, 223 primary purpose 32–3, 223 productive paranoia 34, 126, 228–30 proud factor 35, 230–1 simplicity 32, 222 Guidobono, Jessica 217 gym contracts 14–15 Hamilton, Lewis 57–8, 59, 87 Harrods 65–6
High performing Organization Model 31, 40–1, 66–82
disciplined execution 79–81 performance culture 81–2 strategic plan 76–9 strategy, defi nition 79 Values/Behaviours 71–6 vision/purpose 66–71 HP 112
HSBC 157
Hunt-Davis, Ben 80
individualized learning and development plan 213
industrial economy 132 informational need 135–8 initial public offering (IPO) 100 inkjet printers 14 innocent 139, 154 inspirational leadership 31, 40, 45–64 Instagram 149 intangible needs 138–9 Intel 55
International Data Corporation 153 internet 153
Jobs, Steve 60, 87, 122, 129
John Lewis Christmas Experience 152–3 Jones, Peter 88 Jordan, Michael 60 Kaizen 233–4 importance of 199–200 people gap 201, 202–4 people pipeline 202, 204–10 retaining people 202, 215–16 Enron 241 exit strategy 100–1 experience economy 132–3, 151 Facebook 147, 149, 232 fan clubs 139–40 Fannie Mae 242 feature 119
fi nance and governance 38, 237–56 challenge of 240–4
fi nancial tools 253 keeping score 240
measures that matter 244–52 reality check 253–5
fi xed costs 248
focus 47–8, 51–2, 53, 54–6, 67 Formula One Grand Prix 56–7, 87 Foster, Richard N. 152 Fours Ps of marketing 159 Franklin, Benjamin 237, 239 Freddie Mac 242 Funding Routes 256 Gartner 131 Gates, Bill 43, 87 Geneen, Harold S. 65 General Electric 46, 233 General Motors 242 Gerber, Michael 89 Gillette 14, 157
Gladwell, Malcolm: Outliers: The story of success 262–3
goals 98–100
aspirational 37, 99–100, 104–5, 201, 203–4, 206, 209
Goethe, Johann von 59 Goldman Sachs 241
Google 55, 69, 81, 96, 147, 151 governance strategy, robust 254–5 Greece, tax evasion in 243 gross profi t 247–8
marginal gains 224
market potential strategy 37, 103–15 aspiration goals and 104–5 competition and 111–13 ‘Four seasons Calendar’ 113–14 white space 104, 105–6 market segmentation 108–9 marketing and communications 37,
147–69
interdependency with other strategies 150–1 internet and 153 marketing trends 151–4 purpose of 148–50 technology and 153 marketing leadership 153–4 Marketing Mix 168 marketing plan 166–7
Marquet, L. David: Turn the Ship Around! 48 MasterChef 28, 173 mastery, achieving 53, 262–5 Mattel 18 McCafé concept 17 McCarthy, Jerome 159 McCartney, Paul 263 McDonald’s 54, 55, 74–5, 157 case study 16–18
McLaren Formula One 57, 225 Merrill Lynch 241 Metro Bank 232–3 Michelangelo 54 Microsoft Windows 87 middleman, companies as 23–4 mindfulness 200 Morgan Stanley 241 Morrisons 105 motivation 91–2 loss of 199–200 multi channel 161–2
Murray, W.H.: Mou ntaineering in Scotland 262 Nanterme, Pierre 214 NASA 68–9, 99
NASDAW stock exchange 228–9 Kennedy, John F. 68, 99
Kentucky Fried Chicken (KFC) 54 key performance indicators (KPIs) 166–8 King, Martin Luther, Jr 144
Knudstorp, Jørgen Vig 18 KPMG 141 Kroc, Ray 54, 55 lead nurturing 163 leader types 50–1 leader-follower structure 49 leader-leader model 50, 51, 203 Leader of Leaders 50 Leader of Organization 50 Leader of People 50 Leader of Self 50–1 leadership, defi nition 48
‘Leadership & Management in the UK – The Key to Sustainable Growth’ 40
Leadership Academy 46
leadership culture, developing 47–9 leadership-follower model 48–9
vs. leadership culture 49 leadership traits and style,
developing 52–64 attitude of action 53, 58–9 authenticity 53, 62–4 focus on one thing 53, 54–6 personal mastery 53 resilience 53, 59–62 think big 53–4 winning mentality 53, 56–8 LEGO® 65, 69, 155–6 case study 18–21 Lehman Brothers 241–2 Leicester City Football Club, 65 Lennon, John 263, 264 Lidl 105, 106, 114, 115 Lifetime Value (LTV) 13, 14 Liker, Jeffrey: The Toyota Way 234 Lincoln, Abraham 60
LinkedIn Premium 14 loyalty cards 23, 140
PizzaExpress 95 Play.com 15 potentiality 180–1
primary purpose 32–3, 223
productive paranoia 34, 126, 228–30 Profi t and Loss (P&L) statement 253, 254
trended 253 profi t generation 247–50 profi t impact 12–13 proposition, defi nition 119–20 proposition matrix 174, 182–5
benefi ts of 185
penetration rates 184–5 personalizing 185 proud factor 34–5, 230–1
psychological needs, customer 135–9, 143
affi liation need 139 informational need 135–8 intangible needs 138–9 tangible need 135
rational benefi ts of brand 155, 156 Red Arrows 41
Retton, Mary Lou 53–4 revenue growth 244–5 revenue recognition 246 Robbins, Anthony 99 Rocky (fi lm) 61–2, 87 Romero, John 147
Royal Air Force Aerobatic Team 41 Royal Bank of Scotland (RBS) 242 Ryanair 106
Sainsbury’s 105
Saint-Exupéry, Antoine de 94 sales
internal brand positioning 171–2 scientifi c approach 173–4 sales funnel 174, 193–5 sales map 174, 189–93
sales planning and forecasting 173, 174–5
sales strategy 37, 171–96 sales team 172–3 Sanders, Colonel 54 net profi t 248
Net Promoter Score (NPS) 144 New Zealand All Blacks 65, 69, 96–7 NeXT 60
Nicklaus, Jack: Golf my Way 53 Niebuhr, Reinhold 257
Nike 69, 154, 156–7 non-monetary rewards 216 Norman, Philip: Shout! 264 Olympic Games
Los Angeles (1984) 53–4 Sydney (2000) 80
omni channel marketing 153, 161–2, 179 operating profi t 247
operational excellence strategy 38, 217–35
need for 220–1
seven guiding principles and 221–6 disciplined execution 225–8 empirical validation 223–5 outside in thinking 223 primary purpose 223 productive paranoia 228–30 proud factor 230–1 simplicity 222 technology as competitive advantage 231–3 Oréal, L’ 157 organizational charts 52 organizational design 202, 203–4 inverting 51–2 outside in thinking 33, 173, 223 overhead 248 Pareto, Vilfredo 178
Pareto’s Principle (80/20 rule) 141, 178, 207, 209
people strategy 38, 197–216 performance culture 81–2 performance review system 213–15 Pet Food Manufacturers Association
(PFMA) 107 pet market 107–8 Pitt, Brad 229 Pixar Studios 60
thought leadership 162–3 Tobias, Jutta 200
top down/bottom up approach 175–6 traffi c light audit 209
trial and error 27, 28 trust 172
turnover/revenue effect 10–11, 12 Twitter 151
Two Ps (performance and potential) of marketing 205–6, 225–6 performance without potential 206 potential without performance 206 Uber 23
unconscious state of mind 163–4 Unique Selling Point/Proposition
(USP) 155 United Nations 69 value, defi nition 72, 119 value of a customer 14
value proposition strategy 117–30 Values/Behaviours 71–6
changing 73 creating 75–6
passion for serving customers 74–5 values in action 76 Virgin Atlantic 81 vision/purpose 66–71 in action 70–1 Chief Storyteller 68–9, 70 creating 69–70 Welch, Jack 46–7, 233 Wepner, Chuck 61 white space 104, 105–6 WIIFM factor 91
Wimbrow, Peter ‘Dale’ Sr 63 Woodward, Clive: Winning! 224 work-life balance 200
World War Z (fi lm) 229–30 World Wide Web 127 YouTube 148 Ziglar, Zig 172 Santander 76
Scott, Robert Falcon 77–9 self-motivation 92 service economy 133
Seven Ps of the Marketing Mix 159, 160 Shell 96 simplicity 32, 222 Sinek, Simon 87–8, 94 Singapore Airlines 96 Six Sigma 233 Skilling, Jeffrey 241 SMART principles 167 social media 142, 147
see also Facebook; Twitter Stallone, Sylvester Gardenzio 61–2, 87 Starbucks 17, 55, 225
Stella Artois 157 store credit cards 73–4 storyscaping 152 storytelling tools 152–3 Strategic Plan 31, 35–9, 76–9
challenges 38–9 strategy, defi nition 35–6 ‘three Zones’ within 36–8 timeline 39 strategy changeability 35–6 defi nition 35, 79 implementable actions 35–6 long-term aspirations of organization 36 revisit and redefi ne 36 shifting market conditions 36 success modelling 26–7, 28–9, 31 supermarkets 105–6 talent 205 tangible need 135 team building 40–1 technology
Compelling Value Proposition 127–8 as competitive advantage 231–3 marketing and 153
Teresa, Mother 87, 88 Tesco 105
