Dan doesn't understand business. He doesn't have any great knowledge. He studied geography so knows about the little ice age. And the collapse of social democracy in Sweden in the late 80s. But none of that has helped him build one of the world's biggest and best-known drink brands, Innocent.

He's been doing this for 16 years - with no plan. And that's just the way he likes it. As with most things, he claims, you can boil his strategy down to Kevin Coster, '...build it and they will come.'

And that's all he's ever tried to do. Trusting feelings over anything else. If it feels right. It's right.