It’s not unusual for business leaders to have an opinion or to respond to the latest consultation or Budget statement. However, some of these challenges are often technical, super focussed or hypothetical at potential consequences. More so, they are uncontroversial and polite. (There are exceptions like Wetherspoons’ Tim Martin or Ineos’ Jim Ratcliffe, but perhaps it’s often a given what they will take about).

There are of course vested interests with any remark, but the comments made by Mr Machin do feel that Business now feels enabled and empowered to ‘punch back’.

Let’s face it – the private sector has felt bruised over potential interventions in the past decade and more. Very few wanted to stick their necks out during the Scottish Indy Ref and many more so were worried to criticise the EU Referendum at the risk of offending customers or losing out on Government contracts. Those that did came away bruised. The demise of the CBI has also splintered the traditional voice of business, albeit there are very effective trade bodies at making their point both in public and private.

Why do I think Machin’s comments feel different? They are authentic. They’re not entrenched in messaging or filtered through the corporate machine. He’s very active on LinkedIn and it doesn’t feel managed at all. Even if there are vested interests – I would also argue they feel like they’re on the right side of the argument. He’s certainly taken the argument to the Government, who feel flatfooted (not for the first time).

It was the same with Tom Kerridge’s campaign on business rates. He was passionate and could speak to the argument with evidence and a human story.

Is this really new? It’s a tactic that works very well in the charity sector, where a celebrity endorsement goes a long way. It’s interesting to now see a more personal playbook being used effectively in the corporate space.

These examples standout because they feel real. That’s good for UK businesses. We should all listen.