My Bottom Line: Rita Clifton, Interbrand

Rita Clifton is the chief executive of Interbrand, external.

She says you should never assume anything: check, check and check again, a lesson she learned the hard way.

Rita appeared on The Bottom Line, external, which was broadcast on BBC Radio 4, external, the BBC World Service, external and the BBC News Channel, external. You can also download the podcast, external.

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