This is basically a ‘there is always a way’ sort of vibe. Pete and I operate with that mentality at all times. We stop short of delusion (usually), but we think it’s a valuable mindset for us all to maintain.

For some weird reason, the professional norm in this country seems to be that we put on some weird uptight act when we go to work, in the name of ‘professionalism’. Passive-aggressive winky emojis and not being super up-front are also often included. We are not big on this, and we just want everyone to be their actual selves at work. Openness and candour are maximum important.

Giving THIS™ customers every possible chance to fall in love with us - from flaps on a cardboard postage box, to the smell of our products when you open the pack - helps us make a dent in the market, and put more animals into retirement. It’s our secret weapon.

Let’s just be a company and collective of people, who let empathy and compassion take the lead. Literally nothing good will ever come from being mean at work.