Acknowledgements...9
Foreword........13
Introduction...........17
Let me now start right at the end.......25
Secret One. Being Chosen..........29
1. Jack Shewmaker, former President, Wal-Mart (biggest retailer)...39
2. Daniel Bernard, former CEO, Carrefour (2 biggest .retailer)....43
3. Jesús Echevarria Hernández, CCO, Inditex (including Zara) (biggest fashion retailer)..
47
4. Robert Willett, CEO, Best Buy International (biggest eletrical retailer)...51
5. Terry Lundgren, Chairman, President and CEO, Macy'sInc (biggest dept store retailer)..... 55
6. Sir Stuart Rose, Chairman and Chief Executive, Marks &Spencer... 59
7. Naomi Milgrom, Owner of Sportsgirl....63
8. Mike Gould, Chairman and CEO, Bloomingdale's... 67
9. Simon Fox, CEO, HMV Group.....71
Secret One- Summary..75
Secret Two. Trust.....77
10. Charles Dunstone, Founder, Carphone Warehouse.......86
11. Paul Charron, former Chairman and CEO, Liz Claiborne..90
12. Hugh Harvey, Managing Director, Comet.....94
13.Charlie Mayfield,Chairman, John Lewis Partnership...99
14. Jeremy Hobbins, Director, Li & Fung Limited, Chairman, Trinity Limited..103
15. Terry Green, Chief Executive, Tesco Clothing..107
16. Jennifer Woo, President, Lane Crawford..111
17. Phil Wrigley, Chairman, New Look..115
Secret Three. People.......121
18. Howard Schultz, Chairman and CEO, Starbucks..131
19. Justin King, CEO, Sainsbury's..135
20. Bernie Brookes, CEO, Myer.....139
21. Mike Ullman, Chairman & CEO, JC Penney..143
22. Joseph Wan, CEO, Harvey Nichols....... 147
23. Stan Kaufman, former Managing Director, Allders......151
24. Michael Luscombe, CEO, Woolworths - Australia,& India...155
. 25. Richard Draeger, Joint owner, Draeger's...... 159
26. Lesley Gillespie, Co-foundER,Bakers Delight..163
27. Patrick Chalhoub, CEO, the Chalhoub Group.....167.
28. Nick Badminton, Chief Executive, Pick n Pay Group..171
29. Rob Cissell, Chief Operating Officer, Wal-Mart China..177
30. Jan Cheshire, Chief Executive, Kingfisher Group..... 188
31. Norman Jaskolka, President, Aldo International............192
32. Dr Gordon Campbell, Managing Director, Spar International..200
33. David Kneale, Chief Executive, New Clicks..204
34. Stephen Tindall, Founder, The Warehouse Group.......208
35. Keith Flanagan, Head of Al Ghurair Retail, UAE.........212
36. John Cheston, CEO, Robinsons Group...216
37. Michael Kok, Group CEO, Dairy Farm..... 220
Secret Four - Summary..224
Secret Five. Ideas......225
38. Andrew Jennings, former President, Holt Renfrew......236
39. Manel Adell, CEO, Desigual..240
40. John Gillam, Managing Director, Bunnings..244
41. Steve Sadove, Chairman and CEO, Saks Fifth Avenue..248
42. Peter Sheppard, Founder, Peter Sheppard Shoes....252
43. Len Roberts, former CEO, Radio Shack..256
44. Bijou Kurien, former COO, Watch & Clock division, Titan Industries....260
45. Betsy McLaughlin, CEO, Hot Topic..264
Secret Five-Summary..268
Secret Six. Being Different..269
46. Vittorio Radice, CEO, La Rinascente...278
47. Loo Leong Thye, CEO, Challenger Technologies Group..282
48. Hugh Perrett, Founder, Pak 'n Save..286
49. Casey Lim, COO, Sprint-Cass.....290
50. Howard McDonald, former Managing Director, Just Group...294
51. Jack Smith, Founder, Sports Authority..298
52. Jane Elfers, President and CEO, Lord & Taylor............302
53. Philippe Giard, Managing Director for Greater China, Food Retail, A S Watson Group.....306
54. David Simons, former CEO, Somerfield Supermarkets..310
Secret Six-Summary..314
Conclusion........315
Index......321