"To take something and start from nothing and turn it into a thriving business is wonderful. At FlyBe it was working with the business to change a traditional airline into a budget [carrier] and move from loss to profitability. At Confused, we have taken something successful and have been making it more successful, and I haven't finished there yet."

When Williams does step away from driving new business models forwards with technology he loves travel, a bug he admits he was bitten with while working in the airline industry. "When I worked for the airline I got to go everywhere and I love the US and India."