Almost 20 years ago I met some Americans who wanted to start a bottled water company where the profits went to water projects in Africa and Asia. The one thing that struck me was that they talked too much. They did not necessarily let the clarity of the idea swim to the surface, drowning it in explanation. In fact, when they were presenting to me outside a cafe in Marylebone, they wanted to give a two-hour presentation. I told them I truly wanted 10 minutes.
And after 10 minutes they had
