Undercover is your mantra. If more than 50 people know about a brand, it's not worth having. Setting trends is what you do; you work in fashion, film or media. You shop in small boutiques - in Notting Hill, or in retro shops and markets. Ten years ago you would have gone to Ibiza, now it's Reykjavik, Tallinn or Krakow. You're into technology - digital cameras, the latest MP3 players, mini-discs, decks and so on are crucial kit for expressing your creativity.