A homeless man approached us and asked for spare change but, like so many others, we became awkward and said no despite feeling incredibly guilty and empathetic towards him. After confiding in each other about how we felt, we came back to London and dug a little deeper until our thoughts were confirmed by another homeless man we met: “people don’t give me cash on the streets because they think I’ll spend it on crack and cider”. This became the insight that our entire company is now built on.