One of the jobs I’m currently doing is working with an Irish entrepreneur to define, or more correctly describe, the culture of his organisation in advance of a flotation. As detailed in Part 1, Zara’s success is largely down to its founder Amancio Ortega – but how? Inditex, the company behind the high-street brand, said very little in public about its culture before 2001 but, in September 2008 in Florence, in front of more than a thousand executives, the company presented the keys to Zara’s success. Stop laughing at the back and come with me as I tell you about…

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