A quick disclosure: readers of my last book will be familiar with the story (which you can read here) of London-based entrepreneur Michael Acton Smith.
Smith co-founded boy’s toys e-tailer Firebox.com straight out of university, before moving on to launch an interactive puzzle start-up called Mind Candy. By the end of the book, Mind Candy had gained success with its ambitious Perplexcity alternative reality game (ARG) but hadn’t quite tipped over to the mass-market.
Michael is a friend – and a fellow Brit – so, obviously, I was really rooting for the company to deliver on its potential. I was one of the first to write about Mind Candy when I was at the Guardian and I promised that, when the company finally tipped, I’d be the first to write a follow up.