I Don't Know What I'm Doing

Business
Dan Germain
Head of Brand and Creative at Innocent
"What may be obvious to you, to someone else feels like witchcraft. Guard that witchcraft and practise it harder and harder."

Dan doesn't understand business. He doesn't have any great knowledge. He studied geography so knows about the little ice age. And the collapse of social democracy in Sweden in the late 80s. But none of that has helped him build one of the world's biggest and best-known drink brands, Innocent.

He's been doing this for 16 years - with no plan. And that's just the way he likes it. As with most things, he claims, you can boil his strategy down to Kevin Coster, '...build it and they will come.'

And that's all he's ever tried to do. Trusting feelings over anything else. If it feels right. It's right.

Related talks

26:41
Mr BingoCreativity

Related speakers

Photographer
Scientist, writer and author of the book 'Gut'
President, Shinola
Writer and Strategist
Designer and Entrepreneur
Andrew Paynter
Photographer
Scientist, writer and author of the book 'Gut'
President, Shinola
Writer and Strategist
Designer and Entrepreneur

Recommended reading

Contact

Copyright 2023. The DO Lectures All rights reserved.
Registered in England & Wales. Company Number: 06772325.