For a lot of companies, it's useful for them to feel like they have an obvious competitor and to rally around that. I personally believe it's better to shoot higher. You don't want to be looking at your competitors. You want to be looking at what's possible and how to make the world better.

I have also made this a point in our company: We need to stop taking baby steps and start thinking globally. It really seems to be helping.

The economic situation, the high cost of undertaking manufacturing, the supply chain - which is, by the way, dying out also as manufacturing undergoes hardship - make the U.K. not the first place you would look at to make a manufacturing investment.

Fiat has assembly plants in Brazil and Argentina.

We just have to pull all those threads together so that when you're experiencing us on the app, it's an unnatural act to go anywhere else because we've got the item and we've got it at the best price.

One of the technology leaders, a few years ago, was visiting with me here and we were writing on the whiteboard and they stopped and turned around and looked at me and said, "Oh my God, you're going to win." And I said, "Yeah, but why?". "Now, tell me how".