Management is child's play

摘要

"The red one. Red like my fire engine." These eight words, from a child aged just four, helped to shape a household brand. The child was my son Patrick and the brand was Ella's Kitchen, the baby- and toddler-food company I founded in 2006. The setting was our kitchen table, and I was surrounded by four young children and bowls of fruit smoothies: the first Ella's Kitchen focus group. I asked: "Which one is best?" Paddy pointed at the strawberry, raspberry, apple and banana mix and said those eight words. 'The Red One' became our first product, effectively launched our brand and remains one of our bestsellers. It's our icon.