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A Book About Innocent: Our Story and Some Things We've Learned Paperback – 11 Apr 2009


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Product details

  • Paperback: 208 pages
  • Publisher: Michael Joseph (11 April 2009)
  • Language: English
  • ISBN-10: 0718153170
  • ISBN-13: 978-0718153175
  • Product Dimensions: 15.3 x 1.7 x 21 cm
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (25 customer reviews)
  • Amazon Bestsellers Rank: 55,981 in Books (See Top 100 in Books)

Product Description

About the Author

Dan Germain joined Innocent in 1999, shortly after his three college buddies began the London beverage company. His role is head of creative, which covers things like copywriting, design, adverts, web stuff and generally making sure that the company looks, sounds and feels just right. Check out his blog at http://dangermain.typepad.com

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Customer Reviews

4.6 out of 5 stars
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Most Helpful Customer Reviews

7 of 7 people found the following review helpful By Pilar on 21 Jun 2011
Format: Paperback Verified Purchase
This is the most enjoyable "business book" I have ever read. I've put the genre in inverted commas because the feel of it is completely different to anything I have come across before. It almost needs a new genre for itself.

The book completely reflects innocent. Innocent was started by three friends in 1999 and now they have completely taken over the smoothies market in the UK and some other countries. I am a great fan of their products, they do taste yummy. They can look a little bit pricey, but having read about the manufacturing process behind them, they really should not be priced for less.

Innocent is an environmentally responsible company, I would go further and say, an ethically responsible company, to the core. They REALLY practice what they preach. And if the book reflects in any way their day-to day operations (which I'm pretty sure it does), their ethos drives everything they do. Even the book itself has a completely different feel to it than most paperbacks, though published by Penguin.

Back to the book. It's a great read: light, full of examples and a really good balance of things that went well and those that didn't. But what I enjoyed about it most was its honesty. Of course, the honesty contributes to the humour: I'm bound to cite many a time the fact that the guys tried to schedule their meetings with investors at lunchtime in order to get free sandwiches when their cash was running out.

The book is full of advice for entrepreneurs, such as my favourite: "start small, but do start". But beyond that, it is a story about entrepreneurial success. From three guys thinking "Hey, it would be really good to go into business together" to "Hey, Coke's invested £30 million in our company and we can still run it as we want to".
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8 of 8 people found the following review helpful By booklovingvirgo on 28 April 2009
Format: Paperback
It's a small thing but I now carry a notebook everywhere to write all my ideas down, whether they are good, bad or just plain ridiculous. Thanks to this great book that seems to have masses of excellent business thinking but not a word of jargon in sight.
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6 of 6 people found the following review helpful By Bowerbird on 8 Jun 2009
Format: Paperback
This is everything you'd expect from innocent, an easy read, full of humour, conversational anecdotes but mostly pure business inspiration. Buy this to admire the writing or get the boost to start your own fledgling business. 10 years on and still innocent.
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2 of 2 people found the following review helpful By Jonathan Austin on 11 Jun 2009
Format: Paperback
I read the book on the train this week. It's an easy and enjoyable read. There are similar books out there, but it is well presented, seems honest and doesn't have any unnecessary bits in it. Funny that.
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5 of 6 people found the following review helpful By GW Jones on 30 April 2009
Format: Paperback
....these guys are the real deal. You can smell their enthusiasm and their advice is spot on. It's a good fun read and you do not have to agree with everything they say, but one thing is for sure, they have thought very hard before they have written anything down and over the last 10 years, they have practiced what they preach. Some may say this is all a bit self promotional, but to some extent that's the point! INSPIRATIONAL
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1 of 1 people found the following review helpful By Fabrizio Corradini on 27 Oct 2010
Format: Paperback
Trust is a vital ingredient of our society, and the capital of trust which corporations were endowed with has been seriously eroded over the last couple decades. This has occurred very visibly through a series of massive corporate scandals, but also through the thousand stings of little lies and the greed of some getting the better of their sense of responsibility. In a world where companies are no longer presumed innocent, what better response than to just BE innocent? In this book, the three founders of innocent tell us how their very successful and likable "little food company" came about and thrived. The book contains useful start-up advice for would-be entrepreneurs, sharing lessons they have learned about positioning, focus and persistence dispensed with commonsensical clarity and a healthy dose of British downplaying humor that I very much enjoy (and, as becomes clear throughout the book, a key ingredient of all things innocent). But it was the sections on the branding that I found the most interesting and an original contribution to the field of marketing. Innocent has built its brand by leveraging its "genuine authenticity" (I know it is kind of redundant, but you can probably think of a few "fake authentic" companies, so cut me some slack, here), by acting responsibly and in transparency, and by bringing its consumers into a brand that is not a mere image that wraps a product to make it sell better, but an expression of the values held by the company, its founders, and its employees. This approach is a very successful response to the context of lowered trust, heightened expectations (pressure for social responsibility) and increased internet-enabled transparency that businesses need to contend with today.Read more ›
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10 of 12 people found the following review helpful By Steven Sonsino on 14 May 2009
Format: Paperback
Length: 9:58 Mins
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Format: Paperback
Can't recommend this book more. The 3 founders of the company shared a lot of their journey to success. There's loads of useful information that you can learn how to advance your career or start your own company. It also helps you with your self awareness.

Particularly, if you work in marketing or think about doing your own business, this is the book you can get inspiration and secret tips.
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