Akarat Nitibhon offers a quiet laugh and smiles at the question.
"What's the DNA of Mushroom? Just like our name. You can do anything with mushrooms and it comes out delicious, whether it's a cheap mushroom or an expensive one, from button mushrooms to truffles," says Mr Akarat, the chief executive of Mushroom Television Co.
"I look at our content in the same way. All of our content must be done with the aim of pleasing our viewers," he says.
Mushroom Television is one of Thailand's more successful TV content producers, with over 4,000 hours of TV and advertising material having been broadcast since the founding more than 12 years ago. Bangkok Post Plc took a 51% stake in Mushroom in 2015.
Mr Akarat, speaking at Mushroom's expansive new studio in central Bangkok, says his entry into the industry was pure serendipity.
Even though he disliked school, Mr Akarat says he's always been an avid reader.
He entered the television business in 2000, just two years after graduating with a law degree from Bangkok University. His first job was helping his brother, Amarin Nitibhon, an already-established celebrity, singer and Thai national team golfer.
The first production was a show called "Golf Sport for Fun", a programme started by Mr Akarat and three partners to visit and promote golf courses across the country. The show proved highly successful, running for three years and covering more than 170 golf courses nationwide.
After several years as an actor, including roles in five films and six TV drama series, Mr Akarat took a more leading role in his work, producing and presenting TV shows under his own concepts and ideas.
"I produced shows that mirrored my own interests and passions, be they travel features or interviews," he says.
Eventually, Mr Akarat founded Mushroom in 2004.
The company's production catalogue includes 116 television shows and over 1,200 advertising projects. From a team of just three, Mushroom now employs 95 people. For 2017, the company's work schedule includes eight TV programmes and 70 advertising projects, as well as new business lines such as event and seminar management, business matching, content marketing and brand consulting.
The company is also planning to launch a new drama series based on its hit show Ayu Noi Roi Lan (Young Self-Made Millionaire), a programme focusing on successful small-business entrepreneurs that first launched in 2012 and airs Sundays at 10pm on the Workpoint Channel.
Mushroom has also launched a business academy to help serve as a learning centre based on the lessons and experiences of successful business leaders who were featured on the show.
Mr Akarat at Mushroom's expansive new studio in central Bangkok.
Mr Akarat says that since launching Ayu Noi Roi Lan, he has had the opportunity to interview over 300 of Thailand's top young entrepreneurs. The experience has only reinforced his optimism that everyone has the opportunity to become a millionaire.
"I started this programme after thinking about what creates inspiration," he says. "People watching other programmes, they might aspire to become actors or singers. I wanted to do something different and appeal to those who aspire to be successful in their businesses by showing examples of those who have done so."
The programme's concept is straightforward: focus on young, attractive business entrepreneurs who have achieved revenue of 100 million baht or more.
"It might not be a programme that appeals to everyone," Mr Akarat says. "But I think the content is inspiring and constructive. Hopefully the show can help people improve themselves and learn how to realise their dreams."
Ayu Noi Roi Lan has partners across the region to rebroadcast the show in Cambodia, Laos, Myanmar and Vietnam. Starting in the third quarter, the partners will begin highlighting successful entrepreneurs in their own markets under the programme concept, eventually leading to the creation of a regional ecosystem of small businesses across a range of industries.
Mushroom will also build on the concept by providing marketing services for small businesses. The company has mandates from 15 firms to assist in media and public relations.
"While small businesses typically don't have much to spend on marketing, we're confident that we can help our clients achieve their objectives," Mr Akarat says.
Asked about the personal lessons learned from his experience with Ayu Noi Roi Lan, he says the big one was about the importance of perseverance.
Mr Akarat intends to keep Mushroom focused on high-quality content.
"What I've learned is that obstacles always come up when doing business. But each one can be overcome. Everyone can succeed. But to get to 100 million baht, you need to have know-how, you need to know your own business, you need to understand where the money goes and how to manage capital. And you need to be clear about your product offerings."
Mr Akarat points to one Mushroom client, a company producing breast milk storage bags for nursing mothers.
The company was born after the 29-year-old founder encountered a personal need to find storage bags for her own milk but was dissatisfied with the products available in the market. The product, sold under the brand name Toddler, now has annual sales of over 300 million baht.
"Everyone has the opportunity to hit 100 million baht. I'm sure of it," Mr Akarat says.
But his own journey as an entrepreneur was far from easy.
Mr Akarat with Mushroom's co-founder, ML Poryot Kalyanavongs.
An average student at best, Mr Akarat says he finished secondary school at Triam Udom Suksa Pattanakarn School with a grade point average of just 2.1. He decided to study law at university, based on a belief that it was unnecessary to actually attend lectures.
But even though he disliked school, Mr Akarat says he has always been an avid reader, a passion which began by flipping through the magazines his mother left in the bathroom, whereupon he discovered profiles about successful people.
"My favourite book? It would have to be Tum Mai Rao Liang Pig Tha Gin Pork? (Why do we raise pigs but eat pork?), by Chatchapol Kiatikajornthada. It's a book that teaches you quite a lot about language and history."
Mr Akarat says his aim for Mushroom is to ensure that the company and its services continue to focus on high-quality content.
"We are content creators and can develop content that is suitable for all platforms. Every single programme we do starts with the thought that we want our viewers to benefit from watching," he says, adding that achieving this sense of commitment has only come after countless hours of hard work.
"For myself, this work goes beyond passion. That's not enough. You have to be a bit crazy, otherwise you won't last," Mr Akarat says with a laugh.
Mushroom's popular programme 'Ayu Noi Roi Lan' (Young Self-Made Millionaire) draws a crowd.
Age and experience have changed his perspective on the work. In the early years, he might have launched a project with little thought about the cost, effort or potential profit.
"From when I was 26 and just starting compared with today, the big difference is that I focus on the numbers more," Mr Akarat says. "As the head of the company, you can't do a project just because it's fun, as in the past. Now I have salaries to pay, salaries that increase each year. You have equipment that you need to upgrade. So the numbers are important."
A commitment to lifelong learning is another important factor in success, as well as the ability to compartmentalise.
"You have to let the bad things go," Mr Akarat says. "Don't stay angry for more than a day, and don't let yourself get sad or disappointed. Just let it go."