There’s a great feature on Innocent Smoothies on the BBC website. It confirms the importance of building not just your product, but your business around a great story. People talk about the smoothies because they taste great and the packaging has personality. But people also talk about the business, because it has a fantastic back story (the founders quit their corporate jobs after an early success at a music festival). They keep talking about it because it’s unusual – the office has grass on the walls, and rewards its staff for good sales with free yoga and parties.
What’s the story in your business? And how are you using it to promote yourself?
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