Dan Germain, Head of Creativity at Innocent Drinks argues that creativity must be maintained in the fast growing company. How could the company keep hold of its original spirit and keep on doing all of the creative things that made it special. There was unease that as the company becomes bigger, the less creative and fun it would get. According to Germain, this idea is un-revolutionary but it is surprising how many companies always just come up with product re-launches and new brand philosophies in order to try to keep their spirit intact.

Innocent is highly selective in hiring people. It uses interviews to ascertain skills and aptitude, but also screens for people who are ‘innocent’ 3 individuals who will fit in and enjoy themselves and take the initiative.

Clarity is making sure that everyone knows what Innocent wants to do as a company. It means making sure that each individual knows his or her part. People love knowing how they can make a difference, so you should tell them, and make sure that they know how their work will make Innocent a mighty place.

Responsibility is about letting people get on with their job. Let them be the experts in their area, let them make mistakes and let them change things that could be better. Fraternity means celebrating all of the good stuff: rewarding people for teamwork, and fostering an open, informal culture where people can say what they want without fear of recrimination.......

QUESTIONS

As the company develops following the investment by Coca-Cola:

1. How is it likely to change?

2. What impact is this likely to have on innovation and creativity?

3. What should Innocent be doing to adjust to these changes?