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I've made mistakes in business, but none so big I couldn't recover and learn from them. The more you try to change consumer behaviour, the riskier it gets. You have to work out your potential losses against the obvious gains.

And learn that when you do make a mistake, you'll surface that mistake so you can get it corrected, rather than trying to hide it and bury it, and it becomes a much bigger mistake, and maybe a fatal mistake.

One thing is certain in business. You and everyone around you will make mistakes.

Once you make a mistake, it's kind of in your head what you need to do and what exactly is going on.

It's important to learn and not repeat the same mistakes. What's done is done.

Everything has to be perfect in my business. Because when there is a mistake I am the one who is responsible.

The proactive approach to a mistake is to acknowledge it instantly, correct and learn from it.

I mean, the general rule is if you're not prepared to make a mistake, you're not going to make much progress.

Every time I make a mistake with a company, I write it out and try to figure out why it happened.