let's put your money where your mouth is essentially

yeah and it doesn't have to be expensive you know and so for ceos go wilds You could see Diary of a CEO becoming a huge thing.

It felt like there was a huge opportunity to develop a show around female founders, female CEOs, female business leaders.

And so for me, it was obviously a big passion project to start with.

And I thought, right, how am I gonna make this happen? Is Diary of a CEO meets Bear Grylls for female business leaders? And I was speaking to the agent of Tanukay Oyediran and she's this brilliant female survivalist.

And she's like, oh, she's up in Scotland at the moment.

Do you want to go up and film it? I was like, oh, well, early days of Forks, quite unattached.

Talk us through that process of what it's like to sort of in real time iterate a show.