Today, shaving in the UK is worth about £270m annually, and is dominated by Gillette, which has 70% of the market. Wilkinson Sword has most of the rest - about £50m. By 2012, if Will King has his way, this domination will have waned, and his shaving, skincare and grooming brand King of Shaves - and its Azor razor - will have grabbed most of the market.
A bold ambition? Not really... just another step towards world domination, and if the opportunity presents itself along the way, I'm sure King will transform the banking system too.
King is characterised by huge ambition, supreme self-belief, great focus and a drive based on a history of success. This wasn't always the case, and, I suspect, it isn't always the case all of the time now.