30 interviews with some of the most successful people in the UK, including the minds behind: Superdry, Time Out, Lastminute.com, Gocompare.com, Wallace & Gromit, Lotus, Channel 4, Iceland, WPP, Mamma Mia and Red Bull Racing. In a series of long-form discussions, the interviewees tell the story behind their success. From childhood ambitions to early career development and beyond, the interviews take an in-depth look at their approach to business, their sources of motivation, the trials and tribulations they went through and any advice they may have for those that want to follow in their footsteps. Some of the questions asked in this book include: How did Poundworld owner Chris Edwards go from running a stall to a turnover of 200 million? What was needed to take Red Bull Racing from the "party team" to four consecutive championship victories? What was the inspiration behind two of film's most loved comedy duos, Wallace & Gromit? The contributors have provided detailed accounts of how they got started within their particular industry. They come from many walks of life, including business, politics, sport, the military, diplomacy, film, television and journalism. So whether you are looking for inspiration for your own business or help within your workplace, there is a wealth of knowledge to be exploited within the pages of this book. All net proceeds from this book will be donated to The Prince's Trust. The Prince's Trust helps the UK's most disadvantaged young people change their lives by getting them back into education, training or employment. The total donation is estimated to be 5,000. The Prince's Trust is a charity registered in England & Wales (1079675) and Scotland (SC041198). More information on the title can be found at: www.howdidtheydoit.net Contributors: Alan Johnson MP, Home Secretary 2009-10, Health Secretary 2007-09 Alastair Fothergill, Television producer Planet Earth, Frozen Planet Allan Niblo, Film producer, Vertigo Films Amanda Berry OBE, CEO, BAFTA Arlene Phillips CBE, Dancer, choreographer Sir Bruce Forsyth CBE, TV entertainer, showman Chris Edwards, Co-founder & co-managing director, Poundworld Catherine Johnson, Writer, Mamma Mia Chrissie Rucker MBE, Founder & director, The White Company Christian Horner OBE, Team Principal, Red Bull Racing David Abraham, CEO, Channel 4 Donato Coco, Head of Design, Lotus Cars Evan Davis, Economist and journalist, BBC Geoffrey Howe CH QC (Lord Howe of Aberavon), Former cabinet minister Gerard Baker, Editor of the Wall Street Journal Hayley Parsons OBE, Founder & CEO, GoCompare.com John Sergeant, BBC broadcaster & journalist Julian Dunkerton, Co-founder & CEO, Superdry Julian Fellowes (Lord Fellowes of West Stafford), Writer, actor, director Malcolm Walker CBE, Co-founder & CEO, Iceland Martha Lane-Fox CBE (Baroness Lane-Fox of Soho), Co-founder, Lastminute.com Sir Martin Sorrell, CEO, WPP Group Nick Park CBE, Creator, Wallace & Gromit Nigel Haywood CVO, Governor of the Falkland Islands Sir Peter Bazalgette, TV entrepreneur Rob Law MBE, Founder & director, Trunki Rowan Williams (Lord Williams of Oystermouth), Archbishop of Canterbury 2002-2012 Sergeant Ryan McCready, Most Outstanding Soldier 2011 Tony Elliott, Founder & Chairman, Time Out Group Tony Little, Headmaster, Eton College"