David Willis, co-founder of Salty Dog crisps, on Einstein, creativity and crisp oil-fuelled helicopters

What was your first job?
I worked at the Family Practitioner Committee, processing the medical records of people who had died and filing them in a massive cabinet. I earned £28 a week, the dole was £23. I didn't stay long.

What was your worst job interview? 
At a travel agency. They were singularly unimpressed by my geography O-level.

What was the first music single you bought? 
Teenage Rampage by The Sweet.

How do you describe your job to your mates? 
It's mostly making decisions and asking someone else to do the hard work.

What is the most rewarding part of your job? 
I especially enjoy the creative side of the job. Coming up with two very distinct yet equally appealing brands.

What is the least rewarding part? 
Paperwork and form-filling.

What is your motto in life? 
Imagination is more important than knowledge (Einstein).

What's your nickname? 
Gaudi Dave. It relates to a bizarre dream I had in which I was Gaudi's last living relative.

If you were allowed one dream perk what would it be? 
A Salty Dog-branded helicopter that runs on crisp oil so I can fly to meetings.

What's your favourite movie and why? 
The Usual Suspects. It's a twisted convoluted story that keeps you guessing until the incredible end. (RIP Pete Postlethwaite)

What has been the most embarrassing moment in your life? 
There have been a few. One that springs to mind is when I was a van salesman for KP. I was in the back of my van and the door swung shut and locked me in. I was hammering on the door for quite a while before someone rescued me.

Do you have any phobias? 
Only the usual, like nails on a blackboard.

If you could pick a celebrity to join your staff who would it be and why? 
David Beckham. He'd be in all the papers wearing his Salty Dog t-shirt.

If you could change one thing in the grocery industry what would it be? 
More buyers to be more open-minded when it comes to working with smaller, brands run by real people.

What luxury would you have on your desert island? 
A speedboat.

What animal best reflects your personality and why? 
My Parsons Russell terrier Ruby, aka Salty Dog. Loveable and friendly most of the time, but never scared of a fight.

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