I believe we’re put on this earth to make a difference for the better and that having the wit to recognise the opportunities to do so when they present is one of like’s key skills – along with having the guts to run with an opportunity when you’ve spotted it.Joining a team of six starry-eyed evangelists at Tevva in 2016 was one of those and the eight years that followed were probably the most usefully instructive of my life so far.Being CEO at Williamdale is unquestionably the next, building on all that was learned and achieved at Tevva.I further believe that climate change is one of two defining challenges of our lifetimes (AI being the other). The de-carbonisation of road transport is one of the most critical and impactful routes to cutting CO2 emissions – and that’s where I can contribute.I start from the premise that the human species is almost infinitely capable – but only when it gets its game face on. Right now, it hasn’t. Right now, we’re going through the motions, doing almost enough to salve our conscience because deep down, there isn’t a belief that it can be done. That’s because it all seems to hard, because we’re being asked to give up too much and the future that is described is unpalatable. The suggestion that we should all give up driving, give up flying, use public transport etc is just plain stupid – simply put it will never sell. It’s the equivalent of trying to make working harder more effective than working smarter – doomed to fail.We will win when we have a plan that humanity can believe in and get behind.Williamdale is all about proving that being sustainable doesn't mean crawling into a dark hole and doing nothing that uses energy. Sustainable can be even better than before - we CAN have it all. We can win with a smile on our faces.Right now, we live in a tired, timid, frightened world, second-guessing its way to perfectly justified mediocrity – and task failure. Frankly, to hell with that.I love cars, I love big, powerful, loud engines – but I’ve grown to love the silent seamless surge of power you get from electric even more. I want to take others on that same journey.Therefore, at Williamdale, with no apology, we will celebrate the sound and fury of internal combustion - then we’ll outgun it with electricity. We will prove that our way of life is not incompatible with carbon reduction – that’s a thing worth doing.