Tanya Cole would like to be known as the architect of the Nanny State. Not that she's at all over protective, because the Nanny State she's talking about has nothing to do with overly officious governments and everything to do with building the brand NannySA into one of the State's most recognisable motifs. We've all heard the mantras – children are our future and who's looking after the children? – and other bon mots alluding to our collective responsibility for our children. Well Tanya has managed through a touch of curiosity and a big dose of fabulous business acumen to harness our anxiety over our children into a thriving empire.

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