1. Being an Ethics Boy in Digital World 10 lessons in staying sane while being successful Andy Redfern - May 15 th 2009

2. Introduction Andy Redfern, CEO, EthicalSuperstore.com EthicalSuperstore.com is a leading online retailer based in the North East of England. We: – Have 150,000 customers – Sell 8000 different products – Have a 400,000 unique visitors a month – Run shops for Cancer Research, Greenpeace, Friends of the Earth, the Green Party, the Guardian Eco Store, Divine Chocolate and many more

3. Being successful......it’s all about the cloud Success Stuff Ideas

4. The x-factor for business? 2-3 people 50 people A non-deterministic problem with seemingly random tendencies Why do some businesses successfully grow and others don’t?

5. 10 personal lessons for bridging the “random gap”

6. Lesson 1 Loss of control is a myth.......you never really have complete control. Staff, investors and customers are just a bigger team of people very keen to make your idea succeed...use them!

7. Lesson 2 Do what you say you’re going to.......and everyone is happy!

8. Lesson 3 If things don’t go to plan......let everyone know before, during and after!

9. Lesson 4 Discipline is good for you and your business........sloppy planning, muddled thinking and mis- aligned goals will not help you grow. Quality in all things is king.

10. Lesson 5 Your idea is important......but you are even more important. The perfect plan has a great idea and the best team to drive it. Make sure you know why you are the best.

11. Lesson 6 Embrace challenge, hard questions and having to re-state the obvious........you either get very polished at giving the right answer or you make some smart changes.

12. Lesson 7 Running a business is about “selling”......learn to love “selling” as you need to do it every day. Raising money or creating a joint venture is simply selling with a much bigger price tag.

13. Lesson 8 Good business leaders have at least 10 ideas before breakfast......truly great business leaders know which 9 of the 10 should be binned along with the burnt toast.

14. Lesson 9 Love your competitors and learn from their success and failure......they can be an inspiration, a short cut to success, a source of great staff, an ally, a joint venture and an exit.

15. Lesson 10 [[think of witty final point that perfectly captures everything you’ve said so far]] You will never complete your todo list – be happy!

16. Thank you!