You persuade people with passion, so you've got to have a product or service you feel emotionally charged about. Then you can tell stories about it that will inspire others.

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

A great advantage I had when I started The Body Shop was that I had never been to business school.

To succeed you have to believe in something with such a passion that it becomes a reality.

Every time you buy something consider it a vote of confidence in the company that produced it.

I have no interest in being the biggest, the most profitable or the largest retailer. I just want The Body Shop to be the best, most breathlessly exciting company - and one that changes the way business is carried out.

If you pretend that business is beyond morality, that's the kind of morality you get.