Publicity is absolutely critical. A good PR story is infinitely more effective than a front page ad.

In the beginning it was just about the business - now it's about the brand.

We've definitely cracked the technology. Now we're just trying to be able to produce the amount of fuels that we need to satisfy our own needs and then other people's needs.

I enjoy the company of other people. That's where I get most of my satisfaction from

If you are seizing on a new business opportunity, deliberately move your customers' expectations up a few notches and consistently over-deliver on your promises - you will leave your competitors struggling to catch up.

I may be a businessman in that I set up and run companies for profit, but when I try to plan ahead and dream up new products and new companies, I'm an idealist.

I am constantly pushing myself and my own expectations and have always found that I've always come out better for it. Fear is human nature, but turning fear into opportunity is what will make a difference. I would much rather look back at my life saying "I can't believe I did that," than, "What if I had done that?"