David Potts took this belef in language a step further by compiling a "Jargonbuster"- a corporate dictionary that banished obscure terms and acronyms and laid down exactly how simple words make for clear communication. Such simple, clear language was increasingly important in tesco is UK home base as immigrants and people with multicultural backgrounds permeated both the workforce and customer demographics. In the course of the 1990s this desire for clear communication extended further to the customer interface as the company increased the size range of stores: the super stores, the smaller express stores in urban centers, and the large extra stores carrying the widest range of merchandise. Tesco bolstered its own branded food product range by adding the value line at the lower end and the finest line at the top end. With the help of an aggressive marketing campaign dubbed "The tesco way," which was led by the "Every Little Helps" slogan and the Clubcard incentive scheme, Tesco gained invaluable customer data and overtook its local competition. During a six-year period with Terry Leahy at the helm, its sales and profits grew by over 300 percent, making it the largest internet retailer and private sector employer in the UK. Thus, it began actively looking to international markets for the next phase of expansion