John Roberts, the founder and CEO of AO, recently shared his journey and business insights during an interview with Linda Walmsley of Walmsley Wilkinson, an executive recruitment firm. His reflections on life, business, and leadership were both inspiring and practical, revealing how he transformed his entrepreneurial spirit into a successful FTSE 250 company.
Building AO from the Ground Up
John Roberts started AO in 2000 in a small room with a big vision. Over the years, he has grown the business into one of the UK’s largest online electrical retailers, employing over 3,000 people. His journey from a small business owner to a top industry leader showcases his passion, determination, and work ethic.
The Entrepreneurial Spirit from an Early Age
Roberts’ entrepreneurial tendencies were apparent early on. Even as a schoolboy, he sought ways to earn money, such as selling items like gingerbread men for a profit. Reflecting on his school days, Roberts admitted he didn’t excel academically and believes he may be dyslexic. Despite these challenges, his love for work and his ability to spot opportunities set him on the path to success.
Lessons from Early Jobs
Starting his professional career in the hospitality industry, Roberts worked at a local hotel where he gained invaluable experience in customer service. This hands-on job taught him how to treat people and deliver a memorable experience. Roberts reflects, “In the UK, tipping isn’t seen as a standard practice like it is in the USA.” You have to earn it by providing something special showing up on time, looking smart, and engaging with customers.
Hard Work and High Performance
At the heart of Roberts’ success is his belief in hard work and maintaining high standards. He encourages a strong work ethic at AO, instilling in his team the importance of commitment and performance. “I’ve always enjoyed working hard. People who work here share that same drive. It’s not about being strict, it’s about wanting to do a good job because it’s rewarding,” he explained.
Learning from Experience and Others
A key theme in Roberts’ approach is the constant pursuit of personal development. He seeks out opportunities to learn from others, particularly when he finds himself in unfamiliar territory. Prior to leading AO’s initial public offering (IPO) on the London Stock Exchange, Roberts sought advice from others who had been through the process. He shared, “I reached out to companies that had already undergone an IPO and asked them to share their insights and experiences.” It was important for me to understand what to expect and how to navigate the process.
The Importance of Perseverance
One of Roberts’ most important lessons is perseverance. He believes that success is about resilience, grit, and determination. His motto, “if you believe you can, you can,” serves as a guiding principle for his life and business. His direct and energetic leadership style is also evident in his favourite phrase at the office: “Chop, chop, let’s get on with it.”
Final Reflections from the Interview
Linda Walmsley, who conducted the interview, was impressed by Roberts’ insights, noting his passion for business and his emphasis on building trust. She reflected, “John’s values of treating people with respect and always aiming to make your family proud really resonated with me. His stories are a great reminder of how integrity and hard work lead to long-term success.”
