Running a pub or inn is not something to be undertaken without thorough understanding of everything that is involved – including the key questions of location, accurate targeting of customers, satisfying those customers’ needs through creating the right ambience, offering the appropriate products and training staff to the highest standards of customer care. The best pubs and inns are those where the licensee is in personal charge and impresses his or her character, skill and enthusiasm on all aspects of the business, both out front and behind the scenes. ‘Atmosphere’ is not a thing of chance – it comes about because all the complex features that go into the make-up of the British pub are brought together in one building by the efforts of a team of people who clearly understand the fundamental purpose of the business. Leading that team is the successful innkeeper.