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, needless to say the guy had left many floors before. This book actually made me simplify my business right down to a one line comment.
What I love about this book is how it elicits a complicated idea into something very simple and understandable. You may think innocent smoothies made with fresh fruit is a simple idea but with an industry set up for concentrates and preservatives its not. I find what innocent has done is brilliant and with a fact they have set up a business in a way where they can really do what the enjoy and at the same is the main part of there product - the fresh and natural nature of the smoothie. The focus on this ties in with what they are about and selling there brand. Basically creating a brand we all want to identify with.
I find it a very inspiring message of how to do business in a modern climate.
The book as many other commentators have highlighted is brilliantly free of jargon and written in a way that it's simple message carries a lot of really practical information but is written in such a way that it gets you thinking about your business, that is supposing you want to start a business in the first place and with little personal anecdotes mixed in throughout the book makes for a great inspiring read.