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Innocent Drinks
Business Advice from the Founders of Innocent Drinks...
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Business development insights and marketing strategy advice from the founders of one of the UK's most innovative brands, Innocent:
DAN GERMAIN: ... The Rule of Five is something that is greeted with slight mock derision internally because everything comes in fives in Innocent. Everything comes in fives.
...all these plans and objectives and goals, and even rules for how we do our design and write stuff, we try to get it down to five. Because people can remember five things. ...
...what it comes down to is that at the start of every year we stick up a big chart and we have a big meeting as a business and we go, right let's nail these fives things. Let's do these five things this year. And make sure that whatever you're working on, pretty much most of the time, is going to contribute to one of those five things. And if we're all doing that, if all 250 people in the business are doing that, working towards these five things -- we already know that if we do them the business will be successful. And it's a really simple way for people to think, right so out out of those five things what are my objectives for the year, broadly speaking. Because everyone has five personal objectives. Stick them down on a bit of paper. Pin them up above your desk. Know that whatever you're working on, should be heading towards those five places. If you find yourself working on about 20 things, then you're just not going to be effective. Like we talked about earlier with the managing time, you're just going to be fucking around and not getting enough done. Sometimes you just have to say, no I'm not going to do that. It's not going to contribute to the big stuff we want to achieve. No, not going to do that. Not relevant. Really nice idea, love to do it. Especially looking in the field of creativity, you get people pitching you ideas all the time. Let's do this, let's do that. You know, amazing fun stuff. Doing things to do with music or online content or writing other books. And drawing stuff and writing stuff, you know I could easily fill 10 years with the stuff people suggest. But I just have to say no, we're just going to do those things this year. So you have to get a bit brutal with yourself. But that's the Rule of Five, stay focused. Focused people deliver stuff I think.
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