No, because I started working on ribosomes when I was a post doc, in 1978, when it would have been impossible, really, to solve it. But, it was just a fundamental problem in biology. And we felt, no matter, anything we do to chip away at the problem would be useful. So it was more that that attracted me. And I think the fact that it was large and kind of difficult to come to grips with, yes, it was attractive. Really what was attractive was that it was a fundamental problem.

I’m glad now I did it. It took up all my middle years. I started it in 1972, and I published it in 1988, and my middle years all went into it, but I am glad I put them into it. Otherwise I’d have just been writing newspaper stories. It’s a worthy profession. It’s a good profession, but the newspaper, after it’s published, is something to wrap the fodder in the next day. ... A book sits on the shelf, and I really wanted to do this. I’m glad that I had done it.

In Rakuten's case, adjustment certainly took time. At first, meetings often felt awkward. The first board meeting after the Englishization decision took four hours to complete – double the normal duration. But whenever executives asked if they could say certain things in Japanese, I told them no. I knew that the challenge would pay off – and it has.

And also I have to say this is also part of the reason why I approached Jennifer Doudna, also, you know, we were very much in line in the way to do very precise research. It was not … it was fast but precise, and deep. For this we recognised one another – we are the same type of scientist who, you know, want to see the details of the data.

One option was to sell Patagonia and donate all the money. But we couldn't be sure a new owner would maintain our values or keep our team of people around the world employed. Another path was to take the company public. What a disaster that would have been. Even public companies with good intentions are under too much pressure to create short-term gain at the expense of long-term vitality and responsibility. Truth be told, there were no good options available. So, we created our own.