I had the closest thing I have ever had to an out-of-body experience lying in bed one morning. I turned on the 'Today' programme and item four on the news was: 'The shadow chancellor has ruled himself out of the leadership.' I lay there thinking that's interesting, then I realised it was me.

It's been my experience that every time I think I know where it's at, it's usually somewhere else.

The utmost thing is the user experience, to have the most useful experience.

Our theory is, if you need the user to tell you what you're selling, then you don't know what you're selling, and it's probably not going to be a good experience.

Truth be told, I'm not an easy man. I can be an entertaining one, though it's been my experience that most people don't want to be entertained. They want to be comforted.