The only way to engineer virality and make a product work is to understand the consumer, and that changes from city to city, from country to country.

I first heard about Twitter through a journalist friend of mine called India Knight. She said, 'it's fantastic, like a cocktail party where all of your best friends have turned up!'- she was right, it was like that, for about 15 seconds….

I just hope that those who become influencers make smart choices; it's the kind of attention that comes quickly and is very hard to maintain. There are a few people that remain, and who have maintained longevity, but for the most part, influencer culture is extremely short lived.

That stress doesn’t just stay in the office. We get in our car, we get on the subway, we bring it home with us. If you have a high-psychopathy boss, research shows you actually have more conflict at home too.

They used two wires hooked up to a car battery to give me electric shocks. They used electric stun-guns on my genitals twice. I thought I would never see my family again.

To fight back, you have to first identify the enemy and right now, the enemies are corporations and the culture of consumerism. Brands work on the principle that if you break down people's confidence, they will be much more vulnerable to advertising, and much more likely to go out and consume.

When it came to Avatar… James Cameron's track record was just second to none- phenomenal. The creative vision he had to that film, tied to Fox's commitment in the movie and the advances in technology made it seem- at the time- quite an easy decision.

You can have athletes that are at their physical peak but without the right mental resilience and approach, their performance will not be where it needs to. I've focused on that a lot through my career- learning through experiences and trying to keep a perspective on what I'd achieved previously, what I was going to achieve, and how to get the most out of communication with the people around me.

People have lost their belief in the establishment, they believe that the outsider who would bring anger and chaos is much better than the status quo; even if that is against their own interests. Fear is a great weapon, and tyrants use fear against their people to encourage them to vote for increases in military spending, even when infrastructure, education and healthcare are suffering.

Soup kitchens are good, but they don't prevent homelessness. You can go to volunteer at a soup kitchen every day of the year, and you'll still have homeless people. We wanted to tackle root causes and tackle them globally.

You're not going to be a warrior in battle unless you are a warrior in preparation. You have to be single-minded, you can't just show-up on the night... That's where the warrior mindset turns on – it's when you prepare so can do whatever it takes to win that fight.

The diversity of strategies people use is truly remarkable, I saw people using completely different strategies to the degree that if I had set out to invent 15 different strategies for a fictional work…. I couldn't have made the strategies more different to the ones I saw in real life! This illustrates a point I have made in all my works insofar as there really is no 'holy grail' or single style that is most effective.