Nevertheless, they all continued to gaze at her. Some of the males who were accompanied by their wives received discreet reprimands, verbal or physical.

Mr Jordan asked them to sit, which they did. None sat in the front row, apart from Mr Woodruff. They all sat quietly, clutching their glasses, staring at Mr Jordan and Dr Morton. They looked suspicious of them, we all agreed.

Mr Jordan must have noticed this, and he gave them a big smile. It made no difference. Then he started to speak.

‘Ladies and gentlemen, first of all, thank you. Thank you for coming, and thank you for placing your loved ones in our care. Of course, you put them in the care of our predecessors here. And you chose well. This was a good care home. One of the best.

‘But how good was that? The care of the elderly is a big issue. More of us are living longer lives. More go past one hundred than ever before. Once upon a time, people seldom made it past seventy. Their families could take care of them for the short period of their old age. Not anymore. Care homes like this one provide an essential service. You all know this.

‘But I bet each of you, at some time or another, has looked at life in this care home and thought, I hope I don’t end up here.’

Some of the audience shifted in their seats at this remark, and one or two made a noise, but not loudly.

‘Please don’t get angry. My own mother was in a care home. A pretty good one. But I had that thought. It’s natural. Because even the best care home isn’t good enough.

‘Our loved ones deserve better. And Eldercare was set up to provide it. I’ve been successful in business, and I want to use my success to do something to change the world. I’m in my fifties now. And I’m going to transform the care of old people here in this country, and all over the world. For selfish reasons, if you like. Because by the time I hit seventy, I want care homes to be like five-star hotels. And I want old people to have such a good time, they’re envied by the young. I want us all to look at our loved ones in their care homes, and think, I hope I do end up there.

‘A ridiculous dream? Maybe. Let me show you how we’re going to do it. It starts right here, in our first Eldercare home. If you agree. We’re going to bring in a new kind of carer, but they’ll only work with your loved ones if you consent. Because they’re a bit different. Let me introduce one of them. Winifred? Can you step up here?’