Celebrity Entrepreneurs 5: What it takes to succeed

Time and again you hear from people who have obtained a level of success that the way to get what you want is to want it more than anything else in the world. Yet desire is just one of the many traits that will bring you success in business.

Hear from our Celebrity Entrepreneurs as they dig to the depths of their experience to reveal their thoughts on what it takes to succeed.

In this series, you’ll hear from these experts and more:

• Simon Woodroffe, YO! Sushi/Dragon's Den
• Tim Smit, Eden Project
• Julian Metcalfe, Founder and Simon Hargreaves, Commercial Director of Pret a Manger
• Miles Templeman, Director General of the Institute of Directors
• John Madejski, Chairman of Reading Football Club
• Sahar Hashemi, Founder of Coffee Republic
• Jacqueline Gold, Chief Executive of Ann Summers