- Tells the inside story of Childs Farm, a brand that has changed the lives of millions of children and their families
- Is written by female founder Joanna Jensen, columnist in The Sunday Times,
- Explains what you need to do if you have a great business idea, but are struggling at the thought of bringing it to market
Making Business Child's Play
How to Build a Winning Brand
Learn what it takes to be a true business disruptor with this inside story from the founder of the award-winning brand Childs Farm.
Key features at a glance
EAN: 9781398624580
Edition: 1
Published:
Format: 216x138
256 pages
About the book
DISTINGUISHED FAVORITE: Independent Press Award 2026 - Business: Entrepreneurship & Small Business
A behind-the-scenes look at how a simple idea born from a real need grew into a successful brand that transformed its category.
Making Business Child's Play is your behind-the-scenes guide to building a purpose-led challenger brand that can take on even the most established names in FMCG. From product idea to market disruption, Joanna Jensen shares how she grew Childs Farm into the UK's leading baby and child personal care brand and what it really takes to do the same.
With honesty, clarity and practical detail, Jensen walks through the key decisions, pivotal moments and tough lessons that shaped her journey. You'll learn how to navigate setbacks, build a scalable brand and grow with purpose in a competitive market.
Whether you're launching your first product or scaling up with ambition, Making Business Child's Play shows how to turn your vision into a category-defining business.
Themes include: challenger brand strategy, FMCG entrepreneurship, brand purpose, market disruption, startup growth, founder resilience
About the authors
Joanna Jensen founded the UK's multi award-winning baby and child personal care brand. She is passionate about SMEs, is a prolific angel investor and a regular contributor to media outlets including The Sunday Times, City AM and Radio 5 Live. She sits on the Angel Investing Committee for the UK Governments Invest in Women Task Force, the advisory board of leading female-founder consumer initiative Buy Women Built and is a mentor with Imperial Mentoring Service at Imperial College London. Joanna Chairs both the Enterprise Investment Scheme Association (EISA), the trade body for the UK's tax efficient investment scheme, and the philanthropic arm of Paralympics GB, The Parallel Club. She lives in Marlborough, UK.
Joanna Jensen is the woman you want by your side. Not only has she been there and done it, but she says it exactly as it is, calls it out when no one else does, and will back you 100 per cent if she believes in you.
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