A book about Innocent

Innocent is always used in case studies these days about ethical, eco, social brands, successful business models, and what have you. This is no coincidence. Beside they open and honest approach to all things from sourcing, to process, to business, they seem to have carved a comfortable hole for themselves in what was once a niche market. It was a business that almost didn't happen because all the banks turned down the founders applications for a loan. The friendly little juice company has gone from zero to £100 Million in just ten years!

Their book  A Book About Innocent: Our Story and Some Things We've Learned published by Penguin, is a book about their humble journey, written by it's founders, who were constantly turned down, and managed to get things done anyway. And since then, many have followed in their footsteps. It's a good read for anyone who wants to start their own business, or simply bring fresh ideas to their current one. 

Here are some of the highlights - as per Creative Huddle's post.

Leave the office

We had our big idea on holiday. You might have yours in the park while feeding the ducks, or in bed, or out walking in the country. Pretty much any place where your mind can be liberated. Your brain is hemmed in at a desk, thinking about desk things. Don’t expect it to be creative when you’re there.

Keep a notebook in your pants

Or at least keep one close by, all day and all night. Richard Branson is constantly scribbling in his, wherever he is. And we find that it’s particularly useful on the bedside table – great thoughts often come to you just before you fall asleep, and if you don’t write them down they’re gone in the morning.

Start from different places

When we’re trying to develop an idea for something, say a piece of packaging, we force ourselves to go wide before we go deep. In other words, it’s better to come up with four completely different ways of solving the same problem before spending time working on different versions of the same basic idea. And it stops you from deciding on the solution before you’ve had a chance to look at the alternatives.


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