Tasneem designs and manages the connections between brands and people.

Working across travel, hospitality, and retail, she’s made a major impact on customer experience for brands such as John Lewis and Eurostar. Tasneem wrote her MBA dissertation on female leadership and is committed to tackling organisational bias.

You had me at… “hello”?

You had me at… “hello”? ▶︎

First impressions count. But second chances matter more. In an industry obsessed with the launch, the opening, the new and the next, Tasneem Shafiq and Adele James explain why brands must always think beyond the first impression.

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