There is pressure from day one when you start your career.

No matter how bad your day is, when you start talking about cookies or cakes or pies, or you bring someone cookies, there's just not bad news. The worst news is, 'Hey, there's sugar in that.'

If I was making a tea advert, I would want to communicate about tea is that it can console you, it can start your day, there is the warmth and the ritual, and you can share it; you make someone a cup of tea and you offer it to them.

My first app was released in July or August of 2008. It was a 'fingermill' - a treadmill for your fingers. My level of programming was quite basic to begin with, so it was more gimmicky to start with. Day one it was up there, I had 79 pounds worth of revenue.

Everyone who sits on a sofa watching 'Match of the Day' is a top soccer expert, as you know. So if you start to worry about such people reading your story and saying, 'That'd never happen' you're going to freeze up. You're writing fiction, and your characters can do whatever you need them to do.

In my first start-up, I had an initial advertising budget of $5 per day total. That would buy us 100 clicks per day. At $5 per day, marketing people scoffed and said that is too small to matter. But if you think about it, to an engineer, 100 real humans everyday giving your product a try means you can really start improving.

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