Dick Gregory

If you take 12 waters from the coconut - not the ones you buy in the store, although that's good - but the fresh coconuts, the little brown ones with the three eyes, if you take 12 of those within 24 hours, your blood will go back to the way it was when you were born.

For a boy of ten, used to the coal bings and rust-coloured burns of Cowdenbeath, the fields and woodland of Kingswood, with its overgrown but stately avenue of copper-barked sequoias, felt like a local version of paradise.

Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.