Pret a Manger & Itsu Founder - The Biggest Mistakes I Made Building a Billion Dollar Brand

How to Scale from 7 to 17 to 70 Sites… “70% of issues you’ll face is losing focus product and customer”

Founder Mode = Just make the product better. Never stop making your product better. Complexity is Organisational Cancer. Constantly find simplicity in complexity.

Barnacles on a Boat Rule: constantly remove complexity.

Why Simplicity is HARD, complexity is EASY.

ITSU’s Unique Hiring Policy, the 4 qualities

I care
I take pride
I want to grow
I build trust

Why Product is always bigger than the founder and the team

ITSU Character Qualities

Be thankful

Be there

Be accountable

Be brave

Be there. Stay close to your customers, always.

Never let bad negative energy get in the way of pursuing excellence

Brand Building is a very simple formula: customers + product ripped up lost touch of simple formula of product & customer

Be objective and truthful about your product + Inconvenient truth: your product is everything

Human energy oils the wheels of the machine

Seth Godin: This is crap = this is I care

Why you must stick with hard that’s where Excellence is built