Hey, I see you. You’ve got that spark of inspiration scribbled down in a notebook, or maybe it’s a frantic voice memo saved on your phone. Now you’re sitting there wondering, “Is this actually a brilliant idea, or is it just a random thought?”

Think back to the last time you had a truly incredible experience with a business. It probably wasn't because they had a multi-million-pound advertising campaign or a flashy, high-tech app. More likely, it was because of something small. A person who actually listened to you. A company that anticipated what you needed before you even asked. A business that made you feel valued, rather than just another transaction on a balance sheet.

I love talking to people who are in the "honeymoon phase" of a new business idea. You know exactly what I mean. You’ve got that spark in your eye, you’re filling notebooks with sketches, and you’ve probably already picked out the perfect brand colours in your head. It’s an intoxicating feeling.