All businesses face criticism from time to time, but one group accustomed to being unable to please everyone is eco-label group Marine Stewardship Council (MSC).

The group, which oversees the world's largest sustainable seafood certification program, has to walk a fine line between conservationists and the fisheries industry, so working there requires conviction, perseverance, and a very thick skin.

Lucky then, that Nicolas Guichoux has those qualities in spades.

Guichoux, MSC's chief program officer, recalls "one of the worst" of several humiliating meetings early in his time with the group.