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“How levistrauss got its tagline “Live in Levi’s“? Its just by careful listening. Here is the story of Levis Tagline.

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How the CEO of Levi Strauss turned around the brand’s future just by listening ONE LINE

The revenue of Levi Strauss was stagnant at $4.5 bn for 10 years as compared to an expected $10 bn. Seeing this, the newly appointed CEO Chip Bergh had to do something.

In order to find the remedy, he went on a “listening tour”, spending an hour with each of the company’s top 60 executives. After 15 to 20 of those meetings, he had a pretty clear sense of the various problems.

When I asked people what they were working on, and how that work linked to Levi’s strategy, I got a lot of blank stares. It was obvious that they were rowing in different directions

CEO Chip Bergh

CEO was surprised to know when he asked “How many of you think this company is performing well?” And Three-quarters of the attendees raised a hand. Because it wasn’t.

In just 18 months he had to let go 80% executives for their poor performance. Number was pretty high to shock him.

And That’s Levis got its tagline

He then set up in an in-home visit and started asking questions about lifestyle and interests to what products do their consumers use.

The customer he met with was a 29-year-old professional woman from an upper-middle-class family. She had multiple brands. Then she said, “You wear other jeans, but you live in Levi’s.”

To him, her line brought goosebumps as her words captured the essence of the brand. ‘Live in Levi’s’ became their #advertising tagline.

This experience was an illustration of how much value can come from listening to the customers. So, if you want to become a good leader, always be a good listener.


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