"I used to wear a suit," says Burton, over lunch earlier today. "Now I rarely even wear a shirt. And you know what? If you were to draw a graph of my career, you would see a direct correlation between my success and giving up the suit."
Burton's argument is simple: suits are often uncomfortable, too hot in summer, and are no reflection of your business ability. "Look at Steve Jobs," he says. "He's always hanging out in a t-shirt and trainers and no one bats an eyelid. You wouldn't catch anyone telling him to put on a shirt."
The 4Networking founder is off to Gatwick this afternoon for a speaking engagement in front of 200-odd delegates. He's wearing a blue, graffiti-style t-shirt, "hip hop jeans", and trainers. "I bet you that everyone else will be in a suit," he says. "I'll stand out a mile. And I'll tell you something else. At the end, I'll ask everyone if my session was better than they thought it would be. I guarantee that a fair few will have seen my jeans and thought, 'He'll be crap'."
But why court controversy? Why risk a negative first impression? "It's not about controversy, it's about being different," he says. "That's why you'll see me carrying around a pizza box at events. People come up to you and ask why I've got one and I'll tell them my story."
"Some women wear make up to feel more confident," he adds. "That's what my t-shirt is - it's my armour. It makes me feel more relaxed."
Are you up for joining the casual revolution? Or do you think suits denote a professional attitude? Leave your comment below.