Finance was facing a problem. We had been allocated a slot at the monthly business meeting to ‘give an update on the numbers’.

The issue was that the rest of the management team were not hugely interested in the numbers which meant that your average internet creative was even less interested. Internet creatives are hard-wired to see all finance updates as dull, even though they all think they are one good idea away from raising millions of pounds in investor funding for their start-ups.