Business is not financial science, it's about trading.. buying and selling. It's about creating a product or service so good that people will pay for it.

Being good is good business

It's frustrating sometimes to see the mismatch in resources between the pointless and the urgent, isn't it. Like the gap between the vast resources poured into military technological research to make war more sophisticated, and the trickle that goes into developing techniques that might prevent war instead.

Consumers have not been told effectively enough that they have huge power and that purchasing and shopping involve a moral choice.

There has been a real influence on young people, whose travel is experiential. For them, their values change when their experiences change; travel is like a university without walls.

But if you can create an honorable livelihood, where you take your skills and use them and you earn a living from it, it gives you a sense of freedom and allows you to balance your life the way you want.

I don't think I'm a risk-taker. I don't think any entrepreneur is. I think that's one of those myths of commerce. The new entrepreneur is more values-led: you do what looks risky to other people because that's what your convictions tell you to do. Other companies would say I'm taking risks, but that's my path - it doesn't feel like risk to me.