This week has been a total rollercoaster. As one door opens, another closes. Successful entrepreneurs talk about dark days and how everything is at its darkest just before the dawn. Now is the time to dig deep. This is where it’s important that your brand is hitched to consumer trends and needs – the key truths haven’t changed. When you create a brand that you want people to care about and talk about, you don’t set the agenda – the public does – and so they are my boss. Consumer interest and demand sets the deadlines. We answer to the public, not to the government, landlords, investors or partners. A lot of people would like to have a consumer brand as successful and valuable as Virgin, but few realize the power shift involved. Redemption is but a tiny fledgling brand, a baby turtle battling across the sand and out to sea, gotta pray the birds don’t get it!