That means doing the right thing when it comes to decisions about how we run the business, how we look after our customers – and how we treat our people.

I’ve thought for a long time that the right thing to do is to find a way for every single AO employee to receive a meaningful reward, above and beyond the wages they earn, for the value they create.

We’ve been working on ideas for months and the Value Creation Plan we announced this week is a unique rewards scheme that I really am proud to tell my mum about.