Korky Paul

There's a certain visual grammar you've got to stick in. For example, if a character has just woken up, draw him in his pajamas with the bed a bit rumpled. Or if he's ill, draw little bottles with red crosses on that immediately communicate medicine, and a box of tissues.

When I visit schools, I try to reach kids who perhaps don't have books at home or aren't that keen on reading. Somehow you draw them in with the pictures and then perhaps they'll want to learn more about it. I use a lot of audience participation and find kids who aren't really part of it and try to include them - to draw in those reluctant readers.

'Winnie The Witch' transgresses all cultural boundaries. Amusingly, there have been attempts to deconstruct the meaning of the books - that Winnie represents society and Wilbur the disabled - but I think it's just a great story.

While it was occasionally done here or there, nobody else had a figurehead like Walt doing it. Jack Warner wasn't on TV. Walt was the boss, but he had a real public profile and he used it to his advantage. And he became a household face.

Over the past decade... while many businesses have pursued what I call 'business as usual,' I have been part of a different, smaller business movement, one that tried to put idealism back on the agenda.