Charlie Dawson | Founding Partner
The Foundation

Charlie established The Foundation in 1999 to help organisations be customer not financially led. Inspiration came from working on a new car company launch that disrupted an inward-looking industry. Recent projects include helping the £18bn supermarket Morrisons run a customer-led turnaround from 2015 to a PE sale for £7bn in 2021 and helping Jaguar Land Rover tackle a customer-led transformation starting in the UK and now extending globally. He co-authored The Customer Copernicus, completed in 2021, explaining why being customer-led is something that looks attractive and obvious but is in fact rare and temporary. He has worked with Continental Tyres globally plus E.On and housing association Moat in the UK, helping them take steps towards becoming customer pioneers – organisations that succeed by going first in their sectors to make things better for customers.