Businesses increasingly have to differentiate themselves around their people, as much as their product, because thing are so replicable now.

Everyone likes a burger now and then, and that's absolutely fine.

Jewish persecution is a historical memory of the present generation and people fear it in the present day, and that's why those references are so much more powerful. I just understand that better now.

I take it personally when people belittle our employees and misrepresent our record as an employer.

Me and my mate used to go across the park, jump on the Met line to get the Tube into Harrow. There was a sports shop we always used to go into, and there was a McDonald's. We used to go off with three or four quid in our pocket. That would cover our train fare, mooching around Harrow, and going to McDonald's.

Whether that's in communications or marketing or strategy, you need people to come in with a fresh perspective.