In September 2017, Julian Dunkerton, Superdry’s co-founder, was asked “What would you like to own that you don’t currently possess?” “I don’t really covet that much,” he replied, rating his life-satisfaction level at 10 out of 10.
That was then. Now there is little doubt that the entrepreneur covets a seat on the board of the branded clothing company he founded, after quitting in exasperation last year. He told me he would only recover that perfect 10 of satisfaction if, at an extraordinary meeting tomorrow, he persuades shareholders to reinstall him as head of product and brand, as part of a plan to revive the flagging group.
Entrepreneurial founders’ desire to succeed is an elemental force. They yearn to change the world, to be the best, to create and sell more products to more satisfied customers. That lust is surpassed, though, by their desperate need to protect what they have created if it is under threat.