‘Yes, my dear, it’s simple. The middle-aged journalists, who should be here in the greatest numbers, all think this is not an exciting story, and have sent their inferior colleagues – the young and inexperienced, and the old and worn out. None of whom can object, as they have no power. Those who do have chosen to stay away.’

‘They have decided in advance what kind of story they are going to get today?’

‘Yes. And they will regret that decision. It may also affect how our story is understood.’

‘You are referring to the example of the journalist sent to cover the announcement of the proof of the general theory of relativity?’

‘What are you talking about?’ said Mr Jordan.

‘Stephen,’ said Dr Morton, ‘it’s a famous story. Among scientists, anyway. The New York Times sent their golf correspondent to cover the announcement, and that’s how it got the reputation for being a difficult theory. It isn’t, but the golf correspondent found it so.’

‘Einstein’s theory isn’t difficult? Perhaps not to you two. Anyway, even a golf correspondent couldn’t cock up the story we’ve got for them today. Let’s get on with it. We’re going to be famous in a few minutes. More than anyone I know. More than Bill Gates even.’

He stepped forward, and asked for quiet. The journalists started their voice recorders, but continued to look bored. A TV camera at the back of the room zoomed in on the three of us. Other cameras clicked away.

Mr Jordan was smiling, but Dr Morton looked severe. She has an icy quality about her when it suits her.

The cameras were drawn to her face, though, as if she were calling their lenses to her. I think she is not what the journalists expected. I have had a look at the other leaders in the care home business, and they are not notable for their glamour.

‘Ladies and gentlemen,’ she started. ‘We had hoped to see more of you today. No matter. What you are about to hear is so extraordinary that you few – you happy few – will feel like those English soldiers in Shakespeare’s play Henry V. You know, the ones the king told “and gentlemen in England now abed shall think themselves accursed they were not here”.’

She paused. The journalists clearly thought she was overstating the case. One or two rolled their eyes to the ceiling.

‘Eldercare took over this care home with a plan in mind. It was the vision of our CEO, Stephen Jordan, to revolutionise care of the elderly. In the UK, and everywhere in the world. And we have started the revolution. Today we will tell you how. Here is my revolutionary colleague – a man whose name I promise you will never forget – Stephen Jordan.’