Evan Davis is joined by three top executives from a broadcaster, an industry group, and a circus company. Lobbying is the first item on the agenda, and the guests give their views on how loud business should shout, both in the media and when trying to influence government. Is the popular portrayal of lobbying as a somewhat shady occupation close to the truth - and how much time and effort do the guests devote to trying to capture the attention of politicians and civil servants? They also discuss the phrase 'new and improved'. It's a much used label, but Evan finds out how the guests develop new products, how they improve their existing lines, and whether they resist the temptation to hype up their next big thing. Evan's guests are Daniel Lamarre, president and chief executive of Cirque du Soleil; Helen Alexander, president of the CBI; and Jeremy Darroch, chief executive of BskyB.