Communication is the key for any global business.

It is a critical job of any entrepreneur to maximize creativity, and to build the kind of atmosphere around you that encourages people to have ideas. That means open structures, so that accepted thinking can be challenged.

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!

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

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.

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

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."