It was like switching out the engines mid-flight. I remember the day we turned on this free service, had we probably gone on for about six more months, I think we might have died as a company. That was a defining moment and that was as late as 2013. I think every great company has at least three near-death experiences.

[Laughs] It was hard. I was working at a biotech company in California, as you may know, and so biotech companies in the States, they want results, right? They have investors that give a lot of money, and they want results sooner than later, especially in the US. So you know it’s great that the company I worked at was willing to work on it and to persist in funding it, and all of our venture capitalists and so forth. And I think in a real way it was a testament to the power of the biotechnology industry, but also it was a lot of pressure on me to manage the programme and to keep it going, with years and years of failure basically. Yeah, so I got pretty desperate: ‘Surely we’ll do it before this one’s completed!’. [Laughs]

Well yes, but like I said, small mistakes or small failures. We take small failures very often. We have failures in investment. We have failures in operation, but no big mistakes or big failures. How do we take that? Like ordinary business.

It is not the critic who counts; not the man who points out how the strong man stumbles or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly; who errs, and comes short again and again, because there is no effort without error and shortcoming; but who does actually strive to do the deeds; who knows the great enthusiasms, the great devotions; who spends himself in a worthy cause; who at the best knows in the end the triumph of high achievement, and who at the worst, if he fails, at least fails while daring greatly, so that his place shall never be with those cold and timid souls who know neither victory nor defeat.

I come from the generation who were taught never to throw things out. I like the idea of hanging on to things and repairing items rather than discarding them. It’s not a question of money, more to do with guarding resources and not being wasteful. My children laugh at me when I sit darning a pair of socks.