And it was the idea that you can do a play - like a Shakespeare play, or any well-written play, Arthur Miller, whatever - and say things you could never imagine saying, never imagine thinking in your own life.
There is a huge responsibility on all of us to get England through. It would be one of the biggest disasters in sports history if we blew it and we must make sure it does not happen.
When you're doing a deal with someone in the southern Sahara, it's a very different way of doing business than in London. You can't sign them in the usual way because they'd end up getting ripped off, which would defeat the object of setting up a label like this.

