James Dunning may have started a business – Geotrupes Energy, set up to sell power from small wind farms to a large utility – but he claims to find the entrepreneur label “a bit repellent”. He tries to explain why he had never harboured ambitions to start a business: as well as distaste for the “entrepreneur” label, he says, there was also the lack of innate entrepreneurial traits (he describes himself as “risk-averse” and “an ideas desert”).