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Sometimes you do get caught up in the midst of becoming... a product, a brand, and not having a say in any of that.

Part of it has to do with this business of being approached in public. I have a distinctive look - it's partly the glasses I wear - and people seem to remember me once they've seen me.

People like consistency. Whether it's a store or a restaurant, they want to come in and see what you are famous for.

We're a show-and-tell generation. People want to see behind the scenes. The more involved and invited they are, the closer affinity they have to your brand.

It doesn't suit me as a person to be put on public display.

There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster.

Advertising is - quite often - alive to our real needs. It's just the products on offer might not be the things that will help us satisfy them.

People are flying you places in business class. Everyone wants to take pictures of you and find out information about you. It's a freak-out. But the more you push boundaries, the more you get ahead.

Often, the disconnect between the marketing hype around a new product and what the product actually does is astounding.