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For me, I can’t stand in the shoes of consumers. I don’t know what somebody in the North of England thinks. Further, I’m not particularly interested. I’m interested in what I think, and what I believe in. If you’re a great communicator, you do things that you love, and that way you become great.

Picasso didn’t sit down and think ‘hmm…, what do people in Lille really like? Let me think about this. Do they like lots of blue or yellow?’