One of the great things about being an incentives lawyer is I deal constantly with founders and key members of the management team. They are busy so I have to be concise but they are very interested because getting incentives right is at the heart of most businesses. I love the challenge. I need to know about a wide range of things from valuations, tax, company law, employment law, bits of accounting, financial services regulation, investor guidelines and market practice to name just a few. My team work with our colleagues in corporate, tax, employment, media, tech & comms, energy, retail and financial services across the globe to deliver cutting edge incentive arrangements for our clients. We also run cross-border incentives projects from London. I have been at Bird & Bird since 2006 and I have specialised in incentives since 1990. I wrote the incentives section of 'Internet Business, Commerce and Tax' in 2012 and I speak at numerous conferences and seminars. I became head of the incentives team in 2008 and I have been ranked in the directories ever since.