One of the tools we use to do this is getting people as physically far away from their office as is sensible. This has two advantages. Firstly it allows people to have an excuse as to why they can't run back to the office to solve the latest crisis, secondly it's massively cheaper for us. Booking in-city conference venues is horrendous - there's no 'out of season' in a city - but up here in the Lake District, it's amazing how many hotels and conference venues are willing to do us a fantastic deal when they're otherwise only inhabited by a couple of lost American Tourists.

The Low Wood hotel we're at this week is wonderful - perfectly balanced between a modern conference venue and a quaint hotel - it somehow manages to pull off 'small country hotel' whilst also being bigger than most of the larger venues in London.

We're well into the second day now, and the teams are all working on their user profiles. Much conversation about users in the bar last night - it's amazing how simply putting yourself in someone else's shoes for just one day can make you see where the problems are with your idea.