'Writing the book was one of the hardest things I've ever done in my life... There's no quick fix. Everybody finds it hard. What differentiates people who have written books from those that haven't is the ones who wrote the books dealt with the fact that it was really hard.'
Gemma Milne has come at hype from all sides in a career spanning advertising, sales, science journalism and investment, so she's well qualified to dissect it and help us understand what's really going on under the attention-grabbing headlines that bombard us every day.
But that doesn't mean it's easy.
In this frank and funny conversation she shares her frustration with the writing process and the revelation, on a flight to Austin, Texas, that transformed everything.