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.

When you are making a decision about how best to serve your customers, your own experience is often a better guide than a more sophisticated analysis of the market.

Set impossible challenges. Then catch up with them.

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.

I'm not superstitious. I don't really believe in star signs, sorry, or superstitions.

If something can't be explained on the back of an envelope, it's rubbish.

Look, if you can indulge in your passion, life will be far more interesting than if you're just working. You'll work harder at it, and you'll know more about it. But first you must go out and educate yourself on whatever it is that you've decided to do - know more about kite-surfing than anyone else. That's where the work comes in. But if you're doing things you're passionate about, that will come naturally.