Neal Topf is proud, and a little bit fanboying, to welcome back to the podcast the esteemed author Annette Franz.

Following on from the success of Annette's first book, "Customer Understanding", Annette's second book, "Built To Win", promises to reshape how companies and individuals look at employee experience and the difference between customer-centric vs customer focus.

Annette takes Neal on a whirlwind tour of the book, she touches on the 10 principles that help change the culture, why changing culture is hard and how can you measure culture.

We also get to hear a bit about what drives Annette, why did she want to write this book, what was her why.

All of the above, and more, are discussed in the podcast. Download to find out more!