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Making Business Child's Play

Joanna Jensen
€19.99
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A01=Joanna Jensen
Author_Joanna Jensen
baby and child products
baby care brand
brand building steps
brand differentiation
brand purpose
brand strategy
branding
building a brand
building a challenger brand
building business resilience
business clarity
business growth strategies
business growth tips
business scaling challenges
business setbacks
business start up
business storytelling
category-defining business
Category=KJD
Category=KJH
Category=WJH
challenger brand
challenger brand strategy
child personal care
competitive market
d2c
entrepreneurial journey
entrepreneurial mindset
entrepreneurs
entrepreneurship in FMCG
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
fast moving consumer goods
FMCG
FMCG challenger brands
FMCG entrepreneurship
FMCG marketing
founder insights
founder lessons
founder resilience
growing a brand
Making Business Child's Play
market disruption
market disruption strategies
personal care industry
practical business advice
product development
product idea to market
product launch guide
product to brand
product to market success
purpose-driven business
purpose-led business
purpose-led entrepreneurship
retail
scaling a business
scaling startups
startup growth
startup resilience
startup scaling
startup success guide
UK FMCG brands
women and business

Product details

  • ISBN 9781398624580
  • Weight: 666g
  • Dimensions: 138 x 216mm
  • Publication Date: 03 Sep 2025
  • Publisher: Kogan Page Ltd
  • Publication City/Country: GB
  • Product Form: Paperback
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Description

DISTINGUISHED FAVORITE: Independent Press Award 2026 - Business: Entrepreneurship & Small Business
FINALIST: 2025 Foreword Indies Book of the Year - Career

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 Joanna Jensen
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.

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