Chapter 11
Principle Nine: Bring Customers Inside
What Is in the Centre of Your Business’s ‘Map of the World?’
In mid-May 2016, I was in Amsterdam with colleagues from around the world. It was shortly before the referendum on the UK’s membership of the European Union. Although we – like the pundits – were expecting a ‘Remain’ vote at this point, they teased me that on my next visit to the Netherlands, I would need a visa. They rather rudely bantered to the effect that they doubted my chances of being admitted to the country!
And one of them went further: ‘Britain has to get used to the fact that it doesn’t rule the world anymore.’
I countered ...
Get Start with What Works now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
