A few years ago — this book has gone through many incarnations over many, many years — I took a call from the senior commissioning editor at Penguin while sitting in my mother's garden, surrounded by butterflies and the buzzing of bees. The feedback was basically to make it more like a generic business book — case studies, top tips, the usual. I understood. That is what the system needs it to be. But I had waited too long and come too far to compromise. I chose to self-publish — so that this book could be, for better or for worse, exactly what I wanted it to be, not what the system demanded.