Dream big by setting yourself seemingly impossible challenges. You then have to catch up with them.

Entrepreneurial business favours the open mind. It favours people whose optimism drives them to prepare for many possible futures, pretty much purely for the joy of doing so.

I like challenges in life and pushing myself out of my comfort zone.

I suspect in most companies, the public relations person is down at No. 20 in the pecking order. But here, he is fighting incredibly important battles. If a negative story starts running away with itself in the press and is not dealt with fast, it can badly damage the brand, and so we put enormous weight on our PR people.

Good brands reflect the histories of the time and the group of people that made them. They can not be copied. They can not be recycled.

There are quite a few things I've done that even I thought might have been one step too far. But if you are willing to make a fool of yourself and make people smile, as long as you do it with a sense of fun, you can get away with it.

Screwing business as usual fundamentally recognises that doing good is good for business.