I have no secret. There are no rules to follow in business. I just work hard and, as I always have done, believe I can do it. Most of all, though, I try to have fun.

Communication: the thing humans forgot when we invented words.

Grow internally first. Strengthen your bottom line first before considering external growth.

Good customer service begins at the top. If your senior people don't get it, even the strongest links further down the line can become compromised.

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.

To me, business isn't about wearing suits or pleasing stockholders. It's about being true to yourself, your ideas and focusing on the essentials.

I am always working on the go. I have never had an office that I work out of and work has become intertwined with my personal life. Fortunately I am able to work from my home and can answer my e-mails in the morning, play tennis or kitesurf in the afternoon to keep fit and have meetings or phone calls in between.