There are no rules or formulas for success. You just have to live it and do it. knowing this gives us enormous freedom to experiment toward what we want. Believe me, it's a crazy, complicated journey. It's trial and error. It's opportunism. It's quite literally, "Let's try lots of this stuff and see how it works."

The big question is: how do you institutionalize success and still keep that edge of craziness and wildeness?

By creating conversation, we let our customers spread our message by word of mouth.

There is no scientific answer for success. You can't define it. You've simply got to live it and do it.

You can't change t he wor ld f rom t he rear view mir ror.

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!

I believe that conventional marketing techniques are increasingly ineffective. Customers are hyped out. They have been overmarketed. They are becoming more cynical about the whole advertising and marketing process.