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How ‘third-way’ thinking has helped Aldi cement its place in customers’ lives

As idealistic new leaders, it could be argued that both Bill Clinton and Tony Blair championed the concept of a ‘third way’ in politics that might break with the stifling conventions of left- or right-wing thinking and unlock a fresh way forward. Both young leaders, talented with words, sought to tap into the energy and hopefulness of fresh thinking, unconstrained by what had come before them. While it may feel like an unlikely parallel, third-way thinking neatly summarises the appeal of the