This book describes his rise through Littlewoods, Schoolcare (his own company), and Pippa Dee; his setting up of Next on #2,500 at Hepworths and his eventual dramatic sacking in 1988. Having developed the 'total look' concept at Schoolcare he applied this to Next, and in just seven years the company grew from #0 to #1 billion. The impact of Next on the high street has become a legend.