Lauren Beukes

I did a lot of research on real serial killers, and they're not Hannibal Lecters. They're cruel men who are given the opportunity to do something terrible, and a lot of the time it's about impotence. They feel powerless in the real world.

The thing about dancing - what it taught me all those years - is it gives you an amazing sense of discipline in forcing yourself to do things that you know are good for you but you don't really want to do.

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.