Having failed to fulfil his ambition to become a pop culture icon as the founding member of the revolutionary punk group The Groovy Pineapples, Irfon Watkins took an interview for a computer firm (having never seen one before) and got the job. This began a meteoric rise that culminated with the founding of Coull—a tech company that’s reinvented the way programmatic video advertising works across the globe.

His mantra ‘luck doesn’t just happen, you can invest in it’ isn’t just paid lip service—it’s an integral part of his journey and the culture he breeds. Here are a few lessons he’s learnt along the way.