What We Can Learn From Jack Cohen: Leadership through innovation, accessibility, and ambition

Every great retailer has a story, but few are as deeply woven into the fabric of British life as that of Jack Cohen, the founder of Tesco. From humble beginnings as a market stall trader in London’s East End, Cohen built one of the world’s largest and most recognisable supermarket brands.

His legacy is not just one of commercial success, but of visionary leadership — a man who understood people, not just profit. Cohen’s philosophy of “pile it high, sell it cheap” shaped not only how Britain shopped, but how leaders thought about accessibility, innovation, and ambition.

So what can today’s leaders learn from the man who turned a penny-a-tin stall into a global retail empire?

Sir John (Jack) Cohen, English Businessman

Who was Jack Cohen?

Born in 1898 to Polish-Jewish immigrants, Jack Cohen grew up in relative poverty in London’s East End. After serving in the Royal Flying Corps during the First World War, he returned home with a demobilisation grant of £30 — and a restless entrepreneurial spirit.

Cohen used that money to buy surplus army stock, selling it on a market stall in Hackney. From the start, his approach was simple: give people good value for their money, treat them with respect, and never stop improving.

By 1924, the Tesco name was born, created from the initials of his supplier T.E. Stockwell and the first two letters of his surname. It marked the beginning of a revolution in retail.

Where he excelled

Jack Cohen’s success was driven by a combination of sharp business instinct, relentless innovation, and genuine connection with his customers.

1. Championing value and accessibility

Cohen believed that everyone deserved access to quality goods at fair prices. His focus on affordability was not just a commercial strategy, but a social one — recognising the dignity of working-class families who wanted more from their money.

2. Relentless innovation

From the introduction of self-service stores in the 1940s to pioneering trading stamps and expanding into non-food ranges, Cohen was constantly experimenting with new ideas. He believed progress came from trying, failing, and learning fast.

3. Understanding people, not just products

Cohen spent much of his time on the shop floor, talking to customers and employees alike. He led with curiosity and connection, long before “customer-centric” became a business buzzword.

The first-ever Tesco store, which opened in Burnt Oak, London, in 1929

Where it wasn't perfect

As Tesco grew, so did the challenges. Cohen’s leadership, while visionary, was not without its blind spots.

1. Focus on volume over brand

His “pile it high, sell it cheap” mantra worked brilliantly in the early days but sometimes conflicted with emerging trends towards quality and experience. His successors later evolved Tesco into a brand that balanced value with trust.

2. Resistance to delegation

Cohen’s energy and hands-on style were both his greatest strengths and his biggest weaknesses. As the business expanded, his reluctance to step back and let others lead occasionally slowed strategic decision-making.

3. Balancing growth with responsibility

Cohen’s drive to make quality products affordable for everyone laid the foundation for Tesco’s enduring focus on customer care and community. As the company grew, it faced the inevitable challenges that come with scale, but its success in maintaining those core values is a testament to the culture he created. His story reminds leaders that sustainable growth depends on staying connected to the principles that sparked the vision in the first place.

Leadership lessons we can apply today

Jack Cohen’s leadership is a reminder that success is not born from privilege, but from persistence, adaptability, and genuine understanding of people.

1. Stay close to your customers

Cohen’s instincts came from listening. He watched, learned, and responded to the needs of everyday people. Leadership begins with understanding who you serve.

2. Innovate, even when things are working

He never stood still. Whether experimenting with new store formats or pricing models, Cohen understood that the best time to innovate is when you are already succeeding.

3. Build scale without losing soul

Cohen’s journey reminds modern leaders that growth is meaningless if it comes at the expense of purpose. The real challenge is to scale your values as much as your profits.

Final thought

Jack Cohen transformed the way Britain shopped. He built more than a supermarket chain; he built a sense of possibility. His leadership combined bold innovation with grounded humanity — a combination that remains as relevant now as it was on his market stall in 1919.

So here’s your reflection: Are you staying close enough to the people you serve to understand what they really value?

If you are ready to strengthen your leadership with clarity, purpose and authenticity, my Leadership Unlocked programme can help you. And if your organisation is looking to build people-centred strategies that balance growth with values, my Talent Management Consultancy can support you. After all, my years at Tesco Head Office laid the foundations of my talent management expertise!