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Business and marketing strategy from Innocent: be better
Featuring...
Business development insights and marketing strategy advice from the founders of one of the UK's most innovative brands, Innocent:

DAN GERMAIN: ....When we were writing the book we thought a lot about better versus different because a lot of people had the impression that Innocent -- because we do things maybe in a way that some people haven't seen before, not necessarily saying other people haven't run there businesses in the same way because they have, but that they haven't seen before -- they think wow those guys are just so different, the way they do things. And actually I don't think we particularly are. I think better is more important. I think there is a difference between invention and innovation and it's really important to know that because sometimes when people are thinking about starting a business they think they've almost got to invent something. And it's really rare that people actually invent something, you know?

Someone invented a car awhile ago. Someone invented a generator to generate electricity. I can't think of many inventors. Even if you think of people who you think are inventors like James Dyson who invented the Dyson. He's more an innovator or a developer because the principle of cleaning your house via suction existed before him. He just made it better. True inventors are kind of that guy Trevor Baylis who makes wind up radios in his shed. He's got a bigger beard than this. You know? He looks like an inventor. He's in his workshop tinkering. So I think that making stuff that's better is the thing because you can walk around any shop, any house, any place of work and look at something and think that sucks. That doesn't work they way I want it to work. You know, Apple don't invent really. They just make stuff better. They made a phone better. They made a home computer better. They've made the experience of downloading content and watching it on your TV better. They haven't necessarily invented anything. So actually I think the world of being an entrepreneur these days is just walking around looking for how you can improve people's world. Sometimes it's just little tweaks, little nicks in the right direction that could be the root of your business. You know, we didn't invent fruit juice. We definitely didn't invent fruit. But we've made a business out of giving it to people in a different way. Just finding what's the convenient way that we can give this stuff to people. So that's what advice I would give someone looking for an idea.
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