“Don’t over-think the numbers – ultimately business is a people game” – these are the words of advice from Kevin Mathers, UK sales director at Google.

Being interviewed as part of a series of videos by the London School of Business and Finance (LSBF), Mathers encourages those in the industry to learn what motivates their peers.

“You can teach it, but, ultimately, it’s learned. You’ve got to learn from experience. If you can understand people’s beliefs and passions, and what is driving them to do what they are doing, that is the key I take away,” he says.

Mathers adds that privacy poses the key challenge for businesses such as Google over the coming years: “For me, the key challenge in the future will be around privacy. Who owns the data? How people manage that data, and balance off and communicate to users the benefit they are getting versus the risks that poses.”