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.

Be special. Be anything but mediocre.

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

I don't want our success to be measured only by financial yardsticks, or by our distribution or number of shops. What I want to be celebrated for - and it's going to be tough in a business environment - is how good we are to our employees and how we benefit our community. It's a different bottom line.

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

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.

Maybe this is what the future will look like: fresh, clean water will be so rare it will be guarded by armies. Water as the next oil - the next resource worth going to war over.