Google may have started out as a directory for the internet but its presence is becoming increasingly tangible, with the launch of the first Google Shop in London in March 2015, the Google Night Walk and Google Outside. All of these initiatives are under the control of former ad man Graham Bednash. As a mentor he is keen to point out that marketers do not need to have every step of their career path mapped. “I always felt guilty that I didn’t know what I wanted to do in my career,” he says. “I now know that’s a good thing and it’s about trusting your gut and believing in karma.”