*german episode*

In this episode Gordon hosts Michael Lüttgen, Chief Customer Officer at Kaufland and former CMO at Biedronka for Jerónimo Martins, OBI and Lidl. From challenger mindsets and retail scale to customer insight, price reality, and leadership without ego, Michael shares why marketing is not advertising, why consistency beats copycats, and why understanding people matters more than winning arguments. 

Tune in for a sharp episode about impact, complexity and staying grounded in reality.