Helping to cure cancer while piloting a spacecraft. This was the idea of Cancer Research UK’s Anthony Newman, who helped devise a smartphone game that went through an intergalactic assault course, which was in fact gene data and spotting patterns. Another initiative is the Dryathlon, where people give up booze and get sponsored or donate money they would have spent on alcohol. This year’s campaign raised 35 per cent more than last year.
Best advice: "Jim Collins's 'first who? then what' principle. What this means is getting the very best people on board first, then work together to decide what you're going to achieve. "The best people" includes my agencies and other partners, as well as my brilliant team.