Over the past 16 years, Ash Roots has helped both established companies and startups take advantage of the internet. At Direct Line, he says his ambition has been to build a talented in house digital team that can take insight through to highly performing digital experiences, which he believes requires organisational confidence and agility, in addition to empowering people to make the right decisions. He says his biggest challenge is “learning when something is good enough”. However, once a project comes to fruition, he revels in the buzz that goes with its launch. “Every time something goes ‘live’ it’s an amazing feeling,” he says, referring to the anticipation of how it might effect customers or the business, and the lessons that will come from it.