Peter York

For me, wearing a tie is a pleasure, a recherche one but a pleasure nonetheless. You could say that I'm avoiding tie avoidance. My own gorgeous collection runs into hundreds and I buy them the way I buy books - I simply can't pass a shop. I have loved them since I could spend my own money on them.

What I look for when I see a piece of art for the first time is some kind of emotional, intellectual experience, that's a combination of both of those things and is informed by my knowledge and something new that I see the artist doing.

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.