When I started Familiarize I had a very clear idea that I wanted to build a ‘product’ business, as distinct from a consultancy. I actually did both, with the consultancy buying me time to build the product and get ‘traction’ i.e. paying customers. This product idea is a vestige of my time at bp where we obsessed about scale. Millions of users, billions of dollars, Decacorns (Unicorn demonstrates low ambition).