How do you know you are right?

We don't know. I must admit - the most difficult thing to do as an entrepreneur is knowing whether the "customer facing proposition" is the right one. It is even more difficult for me as I have spent 15+ years in the "corporate" world where you have a lot more resources to research trends, test concepts etc. Of course the downside of most the decisions taken in the corporate sector is the compromise that dilutes the vision and the processes and the politics that sap energy.

So which one is better - the entrepreneurial adventure or corporate world?

As the name characterizes - the entrepreneurial adventure is like a very fast moving roller coaster. And the corporate world is relatively stable even if the overall company is going up or down. The systems ensure stability. For me, clearly the adventure is better; it feels good to have the opportunity to build a "fair trade based" corporation that combines the best of a nimble and creative entrepreneurial environment plus the sense of stability that comes when you are working in a gigantic $50billion+ revenues corporation.

On the 2nd of October, we will launch the customer proposition - let's see what will happen!