Making Business Childs Play - by Joanna Jensen

About the Book

Learn what it takes to be a true business disruptor with this inside story from the founder of the award-winning brand Childs Farm.

Book Synopsis

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

Review Quotes

"A glorious celebration of building something from scratch, with grit, purpose and joy. Joanna Jensen has poured her soul into these pages, and it shows. It's inspiring, practical and totally unputdownable."-- "HOLLY TUCKER MBE, FOUNDER OF HOLLY & CO AND NOTONTHEHIGHSTREET"

"A must-read for anyone serious about building a successful brand - raw, practical and packed with the kind of hard-won insights you only get from someone who has actually done it."-- "ANNE BODEN MBE, FOUNDER, STARLING BANK"

"A real, no fairies, ultimate how-to do business handbook. What Joanna Jensen doesn't know about business isn't worth knowing. I wish this had been published 10 years ago!"-- "SUZIE OWENS, CO-FOUNDER, JIMMY'S ICED COFFEE"

"As a fellow female founder, I can say this is the ultimate playbook for building a standout retail brand - powerful, actionable and incredibly inspiring."-- "SERENA HOOD, CO-FOUNDER AND CEO, COLLAGERIE"

"Entrepreneurs looking for a bit of wisdom should look no further than Joanna Jensen."-- "CHRISTIAN MAY, EDITOR-IN-CHIEF, CITY AM"

"I am often asked for advice by start-ups launching a new product - now I can simply send them a copy of Making Business Child's Play. Joanna Jensen has covered all the bases with practical hands-on advice on every aspect of launching a new product."-- "NICK JENKINS, FOUNDER OF MOONPIG.COM AND BBC DRAGON"

"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."-- "MAXINE LACEBY, CO-FOUNDER, ABSOLUTE COLLAGEN"

"Makes business really interesting and completely readable. I was hooked after the first chapter."-- "ALICE ARNOLD, BROADCASTER"

"Turning the personal into professional, Joanna Jensen lays out what is required to create a successful brand in the UK. It's mentorship in print."-- "AKSHATA MURTY, BUSINESSWOMAN AND PHILANTHROPIST"

"With wit and wisdom, Making Business Child's Play turns business lessons into an uplifting adventure you will actually want to read."-- "THEA GREN, FOUNDER, NAILS.INC"

About the Author

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.