... was thinking big. It's terribly easy to build failure into a business by not really going for it, but inevitably you'll be up against people who are. If you do commit yourself to something, you're suddenly competing with very few people. All the people who are playing at it will disappear.
So you're suddenly in a very rarefied group of people, and stuff happens that doesn't happen if you don't commit yourself. You will end up in situations and talking to people that most people won't.
The two things that we did that most people wouldn't have done was to appoint a PR company before we even existed, and to open a shop. It was about believing in the business; assuming it was going to be successful - not arrogantly, but asking: what does it need to do to be successful?