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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: ....You've just got to have a great idea. It isn't any more or less complicated than that. If you have a really great idea that you believe in, and remember that we thought smoothies were a great idea but nobody else did when we started. So you will hear lots of people tell you that your idea is rubbish. And they will give you a hundred reasons why it won't work. Very sane, intelligent, experienced, rational, irrational, wonderful, horrible, whoever they are people will tell you that your idea won't work. So you're going to have to deal with that for starters. But if you truly believe that the idea is great and there is a need that needs failing, even if it's a small one in your village or maybe it's an international, global need that you're going to save people from. ...

I think you just need to start. There are probably about a million great businesses in the world that I don't know about because they didn't start. So I think people need to stop watching East Enders when they get in from work, stop fanning around the internet, stop enjoying themselves on the weekend sadly if you really believe in your idea. All those bits of time are going to have to be used to make your idea happen because if you aren't using that time then somebody else will. Somebody else might have the same idea and they might work harder and they might get there quicker. Again it all comes back to how much you're prepared to give up and put into it, because there isn't like some sort magic answer for entrepreneurs. You know you don't just read Richard Branson's autobiography and go oh yeah that's how it works. I'm going to do that too. You have to work really hard.

RICH REED: Single biggest tip? The team. You're going to need a small group of people that share a similar set of values that have a very different set of skill sets that compliment really well. So my self, Adam, and John are three people that all basically cared about the same things in life; but one's good in terms of the marketing; one's good in terms of the commercial stuff; and one's good in terms of the operational stuff. So it was fantastic. Our start-up team, we always thought together we made one good business person. So I'd say a team first. Then come up with a product or service that genuinely solves a real consumer need. That's not just a fad or not just a me too. Something that generally scratches an itch that a consumer has. You know? Make there life a little bit better, a little bit easier. And then you'll have a product that people want.

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