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A Book About Innocent: Our Story and Some Things We've Learned [Paperback]

4.6 out of 5 stars  See all reviews (24 customer reviews)
RRP: 18.99
Price: 12.91 & FREE Delivery in the UK. Details
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Book Description

11 April 2009

We started making smoothies in 1999. On that first day we sold twenty-four bottles, and now we sell over 2 million a week, so we've grown since then.

This book is about the stuff we've learned since selling those first few smoothies. About having ideas and making drinks, about running a business and getting started, about nature and fruit, about company life and working with friends, about the stuff we've got right and the stuff we got wrong, and about squirrels . . . and camping . . . and doing the right thing.

We thought we'd write it all down in a book so we don't forget any of it, and to maybe help other people too. We started innocent from scratch, so we've learnt a lot of things by getting stuff wrong. Some other lessons have come from listening carefully to people clever than us. And some stuff we just got lucky on. But all of it, the good the bad and the useful, is in here. Plus, perhaps our mums will finally believe us when we tell them we haven't rung home for a while because we've been a bit busy these past few years.

Frequently Bought Together

A Book About Innocent: Our Story and Some Things We've Learned + Packed - The Food Entrepreneur's Guide: How to Get Noticed and How to be Loved + Innocent: The Inside Story of Innocent Told from the Outside
Price For All Three: 30.24

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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: 1.8 x 14.9 x 21.1 cm
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (24 customer reviews)
  • Amazon Bestsellers Rank: 20,813 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

Inside This Book (Learn More)
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Front Cover | Table of Contents | Excerpt | Back Cover
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Customer Reviews

Most Helpful Customer Reviews
8 of 8 people found the following review helpful
5.0 out of 5 stars full of ideas 28 April 2009
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
5.0 out of 5 stars A business book in a category of its own 21 Jun 2011
By Pilar
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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6 of 6 people found the following review helpful
5.0 out of 5 stars Pure business inspiration, beautifully written 8 Jun 2009
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
5.0 out of 5 stars Goes down smoothly 11 Jun 2009
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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10 of 12 people found the following review helpful
Length: 9:58 Mins
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1 of 1 people found the following review helpful
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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5 of 6 people found the following review helpful
5.0 out of 5 stars I read this book until 0230 in the morning.... 30 April 2009
....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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5.0 out of 5 stars A Refreshing Book, just like the juices 28 Feb 2014
By Fabrizio Poli VINE VOICE
Format:Paperback|Verified Purchase
This is a very refreshing book, just like the Innocent juices.
It is amazing to see how difficult it was for these three friends to set-up this business. They went to see many investors and with no experience in running a business, no experience in the juices world they pulled it off.
In the book they share their journey and the secrets to their success.

There were on a mission and were determined to succeed. They were open minded all the way and kept improving things ion order to achieve success. I find the ideas in the book and the inspiration of the story valuable insight into creating wealth.
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Most Recent Customer Reviews
5.0 out of 5 stars but what I have read so far is very good. I am pleased I bought it
Wonderfull book. I am still in the process of reading it, but what I have read so far is very good. I am pleased I bought it.
Published 1 month ago by Mrs. Magdalene M. Ifill
4.0 out of 5 stars Feel inspired
Once I picked it up I could not put it down. Have your notebook handy as you muli million idea may just be created as you think 'I could do that and have some fum on the way... Read more
Published 16 months ago by Gracie
5.0 out of 5 stars brilliant!
BE INSPIRED PEOPLE!!! This one hell of a good read and inspirational, charming read. Fantasticaly written, just more detailed and lenghthy infrom\tion required for the three... Read more
Published 18 months ago by Ophelia-Sofia S
5.0 out of 5 stars Terrific: A must have
I really enjoyed reading this book. It's really easy to understand the way it's written

For sure, I would advise this book to my friends
Published 18 months ago by Nicolas
4.0 out of 5 stars a bit promotion feeling, but a lot of business sense
It's fun to read a story like this one. I could feel some exciting and positive feeling of entrepreneurs, with rather cautious personality. Read more
Published 19 months ago by Y
5.0 out of 5 stars Anyone who has heard of and loves Innocent should get this book
Not only is it written in a very style to the packaging of Innocent, but it also tells of the journey of the company. Read more
Published on 6 Jun 2012 by Kyle
5.0 out of 5 stars Great read!
This was a really good book, very entertaining. It shows how they built up the Innocent business from scratch including helpful tips about starting your own busineess. Read more
Published on 21 Dec 2011 by Marianne Wright
5.0 out of 5 stars Fun, Interesting and inspiring read
Someone once said to me 'So, hit me with your elevator pitch, what's your business about'. Well 10 minutes later I was still trying to elicit the fine detail of my business,... Read more
Published on 20 Dec 2011 by K. P. Rose
4.0 out of 5 stars Interesting read
Was impressed and inspired by Innocent's story. Gave me a confidence boost: yes, I can start a business without the experience and succed if I work hard
Published on 6 May 2011 by Elodi74
5.0 out of 5 stars A must read
If you dont finish reading this book and think... I would love to work for this company, i will be very surprised. Read more
Published on 4 Oct 2010 by Sue
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