This is the real story behind a people's brand - born on a dream and built on a "feeling". Ian Fuhr's fascinating story of serial entrepreneurship is not only about a modest man making it big; it offers valuable insights into a business triumph that has its roots in understanding cultural differences and niche markets. When Ian started out as a businessman nearly 40 years ago, the secret of his success was already cemented in two traits - humility and a desire to break the rules. A spirit of fearlessness, fun, honesty and respect has underscored his every venture, which spans the music industry, discount department stores, a labour relations consultancy and, eventually, South Africa's biggest beauty chain, Sorbet. In this book he shares the principles that have guided him over the years and takes the reader through the arduous but fulfilling process of building a pioneering brand. By emphasising customer service and putting people before profit, his vision holds valuable lessons for entrepreneurs who are keen to make a sustainable contribution to South Africa's economy.