Steiner teamed up with two former Goldman Sachs colleagues to start a pioneering grocery delivery service in 2000, taking a 90 per cent pay cut to do so. The trio cleverly foresaw how millions of Britons would pay a premium to have their weekly shops delivered to their doorsteps. In 2020, Ocado ended its long-running partnership with Waitrose and began delivering produce from Marks & Spencer instead. Ocado has faced fierce competition from traditional supermarket retailers like Tesco. Steiner’s story reminds entrepreneurs not to overlook lucrative gems hiding under the roof. Over the years Ocado has made a fortune from selling reconfigurations of its IT systems and software to Morrisons, the US supermarket Kroger and many other grocers and producers as far afield as Japan and South Korea.