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This week we look at how Games Workshop built Warhammer into a hugely profitable global business by putting customers first.

Kiran Kapur speaks with Richard Kendrick about community, lore, retail experience and lifelong fans – and why focusing on the hobby and the people who love it is beating quick wins, cost-cutting and AI hype.

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This week we look at how Games Workshop built Warhammer into a hugely profitable global business by putting customers first.