Simon Woodroffe, founder of that pioneering Japanese-style restaurant Yo! Sushi, has a business theory. He encourages all his staff to fail. And the more failures they achieve a day, the more pleased he is. Because you only get on by failing plenty, according to Woodroffe.
So he must have been gutted last Wednesday evening when Yo! Sushi and 4i succeeded in winning best restaurant environment at the Design Week Awards.
Luckily Woodroffe managed to overcome his disappointment by embracing his business associates warmly on stage and thrusting his unwanted trophy in the air.