What makes an economics graduate from the University of Cambridge ditch a lucrative career in banking to move to Leicester to set up a business he knows nothing about?! Saleem Arif did just that 12 years ago. He’s since set up two further businesses in the city and now calls Leicester home. In this episode we discuss having confidence in business, being a master of persuasion and having his business featured on ads during the FA Cup Final, Coronation Street and on GMTV!

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