Customer Review

5.0 out of 5 stars Truly inspiring book that proves successful business can be fun and conscientious, 21 Aug. 2012
This review is from: Innocent: The Inside Story of Innocent Told from the Outside (Paperback)
This is unlike any other business book I have read. In my opinion it's greatest strength is simply telling the story of Innocent from its inception to its grand status today, which by most accounts is a totally unique and inspiring organisation. Simmons has great access to the Founding Partners, the original Venture Capitalist, Maurice Pinto, who bankrolled the idea, Innocent's employees, wholesalers and customers.

The Western liberal market attitude, whilst delivering unprecedented economic success to many corporations and owners of capital, has also created its own shadow of corporate deceit and marketing spin. Such an environment where the rules of the game are clearly in favour of Big Business seems to promote cynicism and self servitude at the expense of community and trust. I genuinely feel that the Innocent story provides a glowing example of an alternative route for business growth which one day, just might, become the norm.

I would make one constructive criticism and that is Simmons' close access to the senior people at Innocent may have compromised his objectivity. The book struggles to find any genuine flaws or mistakes within the people or the business and that did raise my 'cynical' eye as to how balanced this story really is. Maybe his next edition can dig a little deeper, I'm sure the boys at Innocent will be grateful for the candidness and insight. All in all a great read.
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