"Later that week, I was bicycling down a pavement in the City of London when I passed a company called DLE, which stands for Davis Langdon & Everest. , I thought, as I skidded to a halt. I took a deep breath and then confidently walked into their ultraclean, ultrasmart reception, and asked to be put through to the CEO's office, saying it was both urgent and confidential. Once I had the CEO's secretary on the line, I pleaded with her to help me get just two minutes of her boss's time. Eventually after three attempts, due to a combination of pity and intrigue, she agreed to ask the CEO to see me for "literally two minutes." Bingo. I was escorted into a lift and then ushered into the calm of the CEO's top-floor office. I was very nervous. The two head guys, Paul Morrell and Alastair Collins, came in, looking suspiciously at this scruffy youngster holding a pamphlet. (They later described it as one of the worst-laid-out proposals they had ever seen.) But they both had the grace to listen. By some miracle, they caught the dream and my enthusiasm, and for the sake of PS10,000 (which to me was the world, but to them was a marketing punt), they agreed to back my attempt to put the DLE flag on top of the world. I promised an awesome photograph for their boardroom. We stood up, shook hands, and we have remained great friends ever since. I love deals like that."