If you generally define wealth not in purely financial terms, but in the number of choices people can freely and enjoyably make….. well, by essentially enabling people to have a modest car without any stigma being attached to it, that's a pretty useful thing you've just done in terms of wealth creation.

I don't think there's any huge amount of intelligence required to look at the world through different lenses. The difficulty lies in that you have to abandon four or five assumptions about the world simultaneously. That's what probably makes it difficult.

RORY SUTHERLAND is Vice-Chairman, Ogilvy London; Columnist, The Spectator.