It's about the customer, not you, says Boost Juice founder, Janine Allis

Boost Juice is renowned for its brilliant use of digital marketing and development of brand awareness, since its inception over 20 years ago — and according to founder Janine Allis, she wouldn’t do anything differently if the brand was born today.

Allis spoke to Digital Nation Australia at the Entourage Make It Happen Summit in Sydney last week. She pinned much of the business’ success down to knowing the customer, and going where the customers go.

“You've just got to not forget that it's not about you. It's about the consumer, and where the consumer’s listening, looking, that's where we need to be,” said Allis.

“We need to be in front of you. And we need to give you a reason to have Boost on your front screen. And we have to give you a reason to push on Boost every day. So, we've got to give you a reason to be digitally invested with us.”

According to Allis, Boost was an early adopter of digital tools.

“I was an early adopter of anything that would make my life easier. We have been on the digital journey the whole time. Where we were capable of, we would use it. Even today, we wouldn't do anything different to what we're doing now.

"We're still embracing digital, we're still having fun with it. We do things like apps, we have games. We really embrace our consumers,” she said.

Say Yes

In her closing keynote, Allis highlighted the eight key lessons that she has learnt in her experience in business and in entrepreneurship:

1. Have a plan — who is doing it, what time and when?
2. Be the student — life is about learning
3. Don’t settle for mediocrity in people or in life
4. You cannot fake it, be customer-led
5. The seven most expensive words in business are: ‘we have always done it that way’
6. You have to fail to succeed
7. Be kind to yourself
8. When others say no, say yes

Saying yes to the opportunities that have presented themselves has been critical to Allis' success, she said.

Allis told audiences, “I could have said no to Shark Tank, I could have said no to Survivor — I should have said no to Survivor — but I think at the end of the day life is so much more interesting if you say yes instead of no.”