Above all, you want to create something you're proud of.

I never get the accountants in before I start up a business. It's done on gut feeling, especially if I can see that they are taking the mickey out of the consumer.

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.

I am convinced that companies should put staff first, customers second and shareholders third - ultimately that's in the best interest of customers and shareholders.

THE KEY TO GENERATING LOYALTY AND RISING ABOVE THE GENERAL NOISE SEEMS TO BE ALL ABOUT CREATING AN AUTHENTIC VOICE.

It's obviously incredibly important to keep the body fit in order to keep the mind fit, and be able to find time for friends.

With all my employees, I listen to them, trust in them, believe in them, respect them and let them have a go! I never believe I know better than they do and have been fortunate over the years to build up a very strong management team whom I can trust and take advice from.