Table of Contents

Foreword vii

Acknowledgments xi

Introduction: Rocking Horses Don’t Belong in Boardrooms 1

Part One Principal 13

1 The Peppered Moth 17

2 The Chicken KPI 31

3 The Queen’s Gambit 59

Part Two The Crew 103

4 Make Every Shot Count 107

5 Row the Boat in Time 141

Part Three The Season 169

6 Turn Headwinds into Tailwinds 173

7 It Will Rain on Your Parade 195

8 Go for the Albatross 235

Conclusion 265

Epilogue 271

About the Authors 279

Index 285

About the Author

Richard Lees is Chief Strategy Officer for Merkle and dentsu's EMEA Customer Experience Management service line. He has over 30 years of experience applying data to solve business challenges, equipping clients to deliver targeted, personal experiences.

Azlan Raj is Chief Marketing Officer for Merkle and dentsu's EMEA Customer Experience Management service line. He positions and works across all of dentsu's commerce, data, and technology platforms, including analytics, media, customer experience, content, and B2B.