"It's hard to find a return these days that isn't correlated to the stock market, " says Jones.

FORBES: Magazine Article

Put it another way, it's hard work these days trying to sell things to people they don't strictly need - as any "consumer facing" company will unhappily confirm.

BBC: UK inflation: A positive surprise for prices

"Having tried desperately hard in the early days on film and on stage to imitate Winston I now don't do that, " he says.

BBC: News - Today - Being Winston