We didn't want to be the best shipper of plastic, nor the best streaming technology, we positioned ourselves as a great place to find stories. We could make that true in the DVD world and the digital world through things like our taste-engine meaning that whether the product came in the post or through a wire, customers saw it as the same.

The systems we now use exist at a scale that's actually hard to comprehend as human beings. On Facebook, you are one of several billion people and at that scale, it's easy to become a number, or simply a wallet.

There is also a huge cultural misconception that heart disease is the patient's fault, they did something wrong to themselves. When we blame individuals and not the society that created those risk factors and behaviours, we don't react as forcefully as we could.

When you step off land into the ocean, you're at the mercy of the most powerful energy source there is – you can paddle out into the water with a picture in your mind of what the surf might be like and what waves might come, and things can change… the wind… the tide… the swell… in Hawaii, I've paddled out into a 2 feet swell in the morning, and a few hours later, it's 20ft, it's really something to behold.

We don't fail because we make mistakes; mistakes can be fixed. We fail because we quit. And we quit because belief collapsed, not because the strategy was wrong.