"I started with an outcome of what do we want the places we live to be like, what do we want that to be for our families and our kids, and then what do we need to get people there - and easy is the is the first word. It's got to be easy."
The words of Chris Boardman MBE, Interim Commissioner at Active Travel England and the main voice on this week's Highways Voices podcast, in conversation at last week's Transport Technology Forum conference in Liverpool, with Anthony Ferguson of the Department for Transport.
In the fascinating chat, Mr Boardman talks about getting people out of their cars safely, and making it easy for people to walk and cycle.
"Amsterdam's 408 miles from where we're sitting now - same climate," he says. "60% of kids get to school under their own steam, largely largely riding bikes... and they do that every day. And that's just normal 408 miles from here. That's just normal. And we asked the question, wouldn't you want that for your kids?"
Hear how Mr Boardman plans to make it happen for kids, and adults across the country.
You'll also hear news from our partners including an expanded ITS (UK) Awards, and why that's the winner of Adrian's Accolade this week, plus there's news from the Highways News website.
Note - in Mr Boardman's chat, he uses the word sh*t. Please don't listen if you or someone nearby may be offended by that.