Rory Sutherland

My argument is that with the exception of P&G, Diageo, Unilever, marketing-led companies, I don't think that PLCs, what do you call them in, you know, publicly traded corporations, I don't think they can actually do marketing very well because the requirement for short-term self-justification

and numbers effectively overrides the real purpose of marketing, which is investment in long-term customer value.

What is my legacy?

I mean, it's interesting, actually.

The German car industry, although they're public companies, a sort of family run, Aldi famously, which owns Trader Joe's, is basically owned by actually two German families.

They had a huge feud.

But something's going on there.

One of the things they do is they look after their staff better.

And I think when you look after your staff better, the customer notices.

Well, this is part of the Costco thing.

Of course they did, didn't they?

Yes, you're absolutely right.

Nice story from Dyson, which is family owned.

In fact, I think family run companies, this would include people like SC Johnson.

I think they should wear a badge.

Do you see what I mean?

Just as you have a kite mark on British... Well, Loblaw's is family owned, isn't it?

For example, in Canada.

Family controlled.

Family controlled.