IT has stayed with him forever.

John Crummie may have changed from the eight-year-old boy he once was, but the mantra once pinned to the wall of his father's drapery store certainly hasn't.

That poster declared, quite categorically, that the customer is King.

From that day, the former Gaelic footballer has used the enduring message as a personal barometer for success.

It galvanised his career, taking him from high street travel agency to managing director at one of Europe's largest ferry companies, via a UK firm that served millions of holidaymakers with its old-fashioned traditional fun.

And he is convinced these experiences have been key in helping him ride the rough waters of business.

After graduating from the University of East Anglia, the economics student moved into the world of tourism, starting in the shadows of Buckingham Palace at London's Polyglobe Travel in the late 1970s.

In those days, people sat down and booked their annual sunshine break with a holiday advisor, rather than the modern practice of interacting with a faceless website.

Mr Crummie was a trainee travel manager and that advice hanging from his father's store in Rathfriland, County Down, Northern Ireland, set him off on a journey that included WH Smith and later a role helping re-brand Billy Butlin's British holiday empire in the 1980s.

He moved into the position of managing director for DFDS Seaways, spending years building the brand and its marketing drives, increasing its allure to potential passengers interested in jumping in the car and accessing European shores on a ferry.

It is this theme of constant change and fluidity that he says firms have to utilise if they want to maintain success.

He said: “My time at Polyglobe was very important to me because it gave me a sense of the broad range of customers you have to appeal to.

“When people are spending their hard earned cash, you have to make sure they are getting the right holiday that suits there needs.

“The customer is key has always been my business mantra and has to be the attitude driven into everything you do.

“Tourism is still one of the most important industries for the UK, and especially the North-East, because it has such excellent assets.

“But you have to be able to change and adapt to reflect the changes in the competitive environment.

“In my time with DFDS, we went from 70 per cent coming in from high street, to that number transferring over to online deals.

“All that happened in a very short space of time and you have to face up to this trading climate.”

He stood down from his role with DFDS earlier this year after 24 years' service to set up John Crummie Consulting, offering business and marketing advice within the North-East travel and tourism sector.

Mr Crummie says it has already been a rewarding experience, which, not surprisingly, is flourishing on those old-fashioned values picked up from his father's store.

He said: “It was time for a change and I wanted to move into something where I could use my broad knowledge and skills.

“Working one-to-one with clients means you can build a network and come up with the skills and solutions to move forward.

“Creating these partnerships will really help companies grow and become more sustainable and allow them to get to know and understand what their customers require.

“We are looking at ways to do that, but values don't change, and you have to get the blend right.”

Favourite North-East building and why? The Sage Gateshead. A world class centre for music and arts and iconoclastic architectural design. A great visual statement for the North-East and serious business driver for short breaks to Newcastle and Gateshead.

What was your first job and how much did you get paid? Trainee Travel Manager with Polyglobe Travel, in Buckingham Palace Road, London, at around £100 per week.

What is the worst job you've had? While a student, I cleaned out toilets at a famous steelworks in Sheffield during summer holidays. Makes you appreciate the importance of teamwork from the top to the bottom of an organisation.

What would you cook for me if I came around for dinner? Starter: king prawns in garlic with a fresh green salad. Main: rib-eye steak with chips, mushrooms and onions. Desert: fresh strawberries with Seaton Delaval vanilla flavoured ice cream.

What would your superpower be? To be able to influence global economic, social and political behaviours to create a peaceful world, full employment and then I would decree longer holidays for everyone benefiting global travel and tourism.

Name four people, dead or alive, who would be at your perfect dinner party. John Maynard Keynes, Sir Alex Ferguson, Mary McAleese, the former Ireland president, and Walt Disney.

Most expensive thing you've bought - other than car or house - and how much? Holiday in the Canadian Rockies, plus a cruise around Alaska, which was a lot.

Who is the best person to follow on Twitter and why? @DaveChaffey. Great insights on e-commerce and digital related matters and observations on how to influence and monetise social media channels.

Favourite book? The Times Concise Atlas of the World. I still have many countries I want to visit and journeys to plot out.

When did you last cry? Cry of sorrow when my mother passed away a few years back. Tears of happiness when my eldest son got married a couple of weeks ago.

What is your greatest achievement? Gaining the leadership opportunity to work with great brands and great teams like DFDS Seaways (born 1866) and Butlins (born 1936). In business delivering sustainability is the biggest challenge of all and these two brands illustrate the importance of strong leadership, motivational management and teams delivering great customer service to survive and prosper.

What's the best piece of advice in business you've ever been given? I can still visualise the poster in my father’s drapery shop, in Rathfriland, County Down, which stated Our Customer is King. Ignore this message at your peril if you seek profitability and sustainability.

Favourite animal and why? The Peruvian Llama. Every time I see one it brings to mind a vision of a llama standing above the dramatic ancient ruins of Machu Picchu.

Most famous person on your mobile phone? Cannot reveal as I do not want him to become to big-headed.

What was the last band you saw live? Mariachi El Bronx at the Cluney, in Newcastle. Amazing vitality and fun.

Describe your perfect night in. After the nice dinner above with my four guests, sitting down to replay Manchester United winning the European Cup against Bayern Munich in 1999 and asking Sir Alex ‘what did you really think in the 90th minute of normal time?’

In another life I would be... On the flight deck of the first manned holiday flight to Mars and beyond.

Who would play you in a film of your life? I am sure he has better things to do.

What irritates you? Political leaders and influential strategists who are too centralistic and inner-M25 focused towards UK policy setting. They under value and under invest in supporting and exploiting the latent potential in regions like the North-East.

What's your secret talent? That I was a pretty good Gaelic football player. It's still Ireland’s most popular sport and the world’s most under-appreciated sport. Croke Park, the sport's headquarters, has a capacity of 82,300, which is amazing when you contrast that to 52,390 at St James Park, and 49,000 at the Stadium of Light.