We are honest about our methods and our mistakes. We are not perfect - it isn't possible to be perfect - but we are trying to go in the right direction and in those circumstances, it's best not to mystify what we are trying to do.

It's about creating a product or service so good that people will pay for it. Now 30 years on The Body Shop is a multi local business with over 2.045 stores serving over 77 million customers in 51 different markets in 25 different languages and across 12 time zones. And I haven't a clue how we got here!

When you take the high moral road it is difficult for anyone to object without sounding like a complete fool.

Be courageous. It's one of the only places left uncrowded.

People don't want simply to buy the product, they want to have sympathy with the company too.

Be special. Be anything but mediocre.

Over the past decades...while many businesses have pursued what I call 'business as usual', I have been part of a different, smaller business movement, one that tried to put idealism back on the agenda.