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• Synopsis
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Synopsis

Innocent 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 cleverer 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.

Reviews

Customer Review: 19 May 2009

Reviewer: Peter Troxler

'Always wanted to buy a business book and every time you found one it turned out to be dull from page 12 or so? Not with this book about innocent. While the author is not disclosing what the motivation was behind the alternative brand name "Monkey Vomit" he is pretty upfront and open on many of the ups and downs that happened to innocent on their way to at least my favourite smoothie -- and yes: business book. I would guess the book contains more fibre than an innocent smoothie, but that doesn''t make it a fibered read. I particularly liked the humour, the stories, and the way it does not come with this "that''s how you should do it ''cause we did it that way" attitude. I immediately decided to make this book the bible for my next business venture. The twisted argument why capitalism, after all and the crisis, is unavoidable sort of helped. And the last chapter did not turn me off completely, although I think it would have benefitted from another rewrite. And sometimes I got confused whether the book actually told some episodes twice or if this impression just came from me browsing the book while reading it at the same time (well, almost). But if this next business venture of mine is going to happen, I''ll be paying them a visit at innocent to get some of that freshness first hand. '

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