I didn’t particularly like school. Didn’t want to go to university. Dad told me to go to university. I thought if I’m going to study anything it’s going to be Middle Eastern politics. Went on to do a masters in King’s war studies department. Briefly worked at a think tank after that, counter-radicalization think tank. Then went to Edelman. Worked in Edelman’s comms strategy department and specialized in trust — how do you create trust between consumers and brands? — which I found very interesting because it was more of an academic question.