Guess who? This Liverpudlian began his working life stacking supermarket shelves but went on to build a successful retail business, crediting an obsession with giving customers what they want for his accomplishments.
Too easy? Well, he's also a Liverpool supporter. Retail geeks will have realised that it can't be the Everton-loving former boss of Tesco Sir Terry Leahy. It is in fact Michael Welch, founder of Blackcircles.com, the online tyre fitting company.
Sir Terry is, however, the biggest shareholder in Edinburgh based Blackcircles after Mr Welch, taking a 25pc stake in 2011, and also a mentor to its founder.
"His success comes from the fact he thinks like an ordinary, straightforward bloke," said Mr Welch, 34. "Except he's not just a normal person, he's got a huge brain."
Their relationship came about after Mr Welch read an article on the man who transformed Tesco (Other OTC: TSCDY - news) from a slightly tired supermarket chain into an international retail giant, which said that he went to the same school as Mr Welch's father.
"I was having one of those soul-searching moments where I thought do I really know [how] to grow this business, and I sent him a note to see if he had any words of advice to offer," he said. "Amazingly I got a letter back inviting me to Tesco's headquarters for a cup of tea."
Blackcircles is based around a website which allows users to buy tyres and arrange to have them fitted at a local independent garage.
Prices are typically 40pc lower than at the big chains, according to Mr Welch, because the company does not have the overheads of running fitting centres, and can buy tyres more cheaply than small garages because it orders in bulk.
Tyres are distributed from its warehouses to the garages on short notice.
Blackcircles expects to have sales of £30m in 2012 13.
Unlike Sir Terry, who worked his way up inside a large corporation, Mr Welch has been an entrepreneur since his late teens. He left school at 16 and became a tyre fitter, but was quickly promoted to be a tyre buyer. When that garage folded six months later, he decided to go into business.
"I had this notebook and I was buying and selling from that, to friends and their friends," he said. "It was around the time e commerce was starting up but before anyone knew if it was actually going to be useful."
Mr Welch realised that it was a cheap way of advertising and set up a web address with a list of his prices and banner adverts directing people to "the cheapest tyres in the world", which he would deliver to their houses, leaving them to get them fitted.
He won a grant from The Prince's Trust to buy a computer and was also financing the business by working in none other than Tesco, stacking the pet food shelves on the night shift.
"If one of the pallets broke there would be the most disgusting smell," he says with a smile. "That's what keeps me going I don't want to go back to the smell of cat food."
While running the business from his parents' house, he was approached by Kwik Fit, which was trying to set up an online operation.
They asked him to move to Edinburgh from Liverpool and offered a salary that "seemed like a king's ransom at that age", but he declined until he was persuaded in person by the founder of Kwik Fit himself, Sir Tom Farmer.
After working for the company for two years in Scotland and then in Detroit when Kwik Fit was bought out by Ford (NYSE: F - news) , he decided he could do it better himself, linking up his previous tyre business with a fitting service using independent garages.
"I felt like I had learned so much in the two years about the market, and I thought the best approach was a part online, part offline one," he said.
He began by ordering a Yellow Pages for every part of Britain, spent a weekend ripping out all the sections on garages, and then a month calling to persuade them to come on board with the rudimentary business.
"People would look at the list of garages on the site and pick one. I would call the garage and ask them if they would do the job, pay them with my own Switch card and then call back the customer and take payment. I kept thinking, if I could automate this, this would be great," he said.
The business enjoyed good sales growth and started to become profitable in 2004. Mr Welch and his team stuck to what he calls the "boring" route of expansion.
"Every year we were growing 30pc, but in 2007 to 2009 that wasn't exceptional. Everyone you spoke to seemed to be doing that, raising money through private equity, and asking why we weren't.
"Somebody said to me 'you'll become the business that almost was'," he said. "Now I look back on that period and I know it was the cornerstone."
The company reinvested all its returns into improving the website, recruiting more garages and hiring staff to visit them making sure that customer service was up to scratch.
Blackcircles now works with 1,750 garages, around 300 on a part franchise basis where it gets a fee if it sends a certain number of customers there.
Since 2010 the company has also worked with Tesco, with "Tesco Tyres" customers being redirected to Blackcircles' site where they can earn the supermarket's Clubcard points on their purchase.
There are negotiations going on to extend this relationship, and while Mr Welch declines to be specific, it "could involve Tesco shoppers being able to engage with us in the stores".
The goal is to get to £100m of sales over the next five years, 10pc of the UK market, and to make the Blackcircles name as widely known as the likes of Kwik Fit.
Sir Terry Leahy should certainly have some advice about making a brand ubiquitous.
"We've set the business up for £100m of sales," Mr Welch said. "But we've got so much more to do to establish ourselves, probably eight out of 10 people still don't know who we are."