I have little tolerance for bean counters and sales prevention officers. Nah, actually none. Don’t get me wrong, I can count beans as well as any of them, but that is only part of it.

To be a commercially driven senior finance or operations leader, you need your eye on optimum all-round business performance.

Many years ago, whilst in the infancy of my accountancy career I made a move from the finance office in the bowels of a big corporate business, to the Business Operations department.

Sitting in the mix of those at the sharp end, I quickly realised that if you wanted to be useful to a business in a back or middle office role, you needed to get your head out of the ledgers and understand the customer and the offering.

Since then I have honed my understanding of the needs of small business, running Better for a number of years, alongside a number of SLT/Board positions including CFO and MD roles in start up/FMCG businesses.