Sal attended Cambridge and then joined Procter for a bet! His first job was to run a promotion on Daz. After three years he went to work in Procter India, where he spent a very hectic and very happy eighteen months selling more soap powder.

After nine years he left Procter and worked for United Distillers, setting up their Global Duty Free Division. Sal joined ?What If! In 1996, when there were only 12 of us, spending most of my time running the inventing side of our business. Over the years Sal has managed to involve himself in over 400 inventing projects - which covered a vast variety of issues and a vast spectrum of degrees of success. After 3 years as UK Managing Director Sal is now Global CEO, splitting his time across all offices and all aspects of our business.

Sal has 2 sons - Jonti and Jesse. Jonti is a ringer in the ?What If! Cricket team and ended up being man of the match in our famous victory last year over Sky Sports. Jesse will be Prime Minister one day.