2017 edition

34 inpirational stories


Join 34 Extraordinary Australian women on their journeys in business. Aussie women have a spirit that endures, and these women teach you life and business lessons. Each one has a particular strength, that collectively, gives you a blueprint of what you need to succeed in business, life and love.


From the only woman who is the only female Chief of Ballet Conductor in an orchestra in the world, to a 50+ year-old, who took on youngsters at the Paralympics...twice...and won three gold for Australia.


These women range from CEOs to inventors. Such a diverse group has never been seen. 


This book will inspire you to step up to the stage and shine your spotlight, to follow your passion and live the life you want, on every level.


Limited copies. Free postage for a short time to WA addresses. Contact clare@creatavision.com.au for bulk copies, as discounts are available.


What perfect way to motivate your team, reward customers or see how you can be just that little bit extra.ordinary in 2017.


Price excludes GST. 

Foreword by Janine Allis

I AM AN adventurer at heart, travelling the world as a young Aussie backpacker in the ‘80s, working as a camp councillor in San Francisco, to a stewardess on David Bowie’s yacht. Becoming an entrepreneur came about by me wanting to control my own future, by creating a business that I thought should exist and by creating a life that would give me the flexibility to run my life how I thought it should be run. I had no idea how I would become obsessed with the journey of business, how many hours I had to put into my creation or how many problems needed to be solved. And, for less money than I have ever made, or should I say for the first three years … no money.


In 1999 during a trip to the US, I noticed that the juice and smoothie category was growing steadily. As a consumer, I knew there was nothing like this category in Australia and I thought I could create a business that does retailing differently.  Boost has always had the “Love Life” philosophy, and we live and breathe this every day.


In 2000, Boost was born. 17 years on and we have over 500 stores in 13 countries, while Retail Zoo has three brands under its banner. It’s been a wild ride.

In looking at the stories of the women in this book, I sense a correlation with many of them. As gold medallist Paralympian Carol Cooke mentions, you don’t need to win gold, but you need to reach for gold in whatever you choose to do. Going in half-hearted is never going to win the race. Here she is, with MS, in her fifties, out chasing down athletes half her age! And, raising seven million dollars to help others realise their dreams. She is an ordinary woman, but with extraordinary vision and values.


The way Extra.Ordinary.™ Businesswomen is set out makes it easy to read bite-sized words of wisdom, each businesswoman demonstrating an attribute needed for success. If you can focus on one a day, or week, you will notice that you are reaching higher, performing better, and becoming more focused.


During my time on Shark Tank, I have seen many small businesses in varying degrees of development. If you watch the show, you may notice that I have a check list I mentally refer to in order to determine the likelihood of success, and my desire to invest. While it’s a long list, some are worthwhile mentioning. 


Firstly, research your market and customer. Know it better than anyone. Then, create a business plan, ideally one that offers you a salary. If your idea can be patented or trademarked, do it immediately. Boost is trademarked internationally, giving the brand the opportunity to step into a global market.


Set financial goals and stick to them. And, this one is important; know the financial status of your company better than anybody else. If an investor asks you a question, be prepared. Don’t guess, or make it up. 

If you are just starting a business, there are a couple of things you should consider. The first is often overlooked. Assess whether or not your business is scalable. In other words, can you grow the business, or is the business based on you? Neither is wrong. If you want a good solid income and are doing something you love, then having a business that relies on you is fine.


For example, lawyers, coaching and accounting. But if you do want a business of scale, then you have to create a business that doesn’t rely on you. 


Decide from the beginning which one you are, because this may also dictate the name you give your business and how you go about growing and creating your business dream.


If you read my book, The Accidental Entrepreneur: The Juicy Bits, you will notice that when I started out, I did not try to be better. I aimed for the brand to be different. Anyone can say they are better, but be different and make it clear what your differences are to your consumers. (If you want more rules to follow, I love the book The 22 Immutable Laws of Marketing. It’s an oldie, but a goodie.)


As you embark on your journey, take time to identify and develop the skills you need to get where you want to be. Know that you will come up against common obstacles that can throw you off course, and try to have an action plan. Being resilient is important. 


Boost Juice is now in more countries than any other juice bar in the world, employs 7000 people and for the past four years, has grown by an average of 30 stores and four countries every year. And it all began with one housewife - me - in my Melbourne kitchen! 


I have four children, and cherish the time we spend as a family. In this book, the authors include women who teach self-nurturing and have made businesses from teaching others how to put yourself first. Janet Hogan, of Botanica Weddings, tells us in her chapter that a happy life is like three legs on a stool, each being your significant partner, yourself and your career or business. You need to look after all three, including your health. In turn, you will be a better parent or partner, and happier for it.


I am sure my “love-life” philosophy is a big part of my success. I make sure I hang on to my core values, build the right team, and listen to my customers. As a working mother, I completely understand the demands of modern life! But you can accomplish your goals without sacrificing your health or your relationships in the process.


Extra.Ordinary.™ businesswomen are just like you and me. They stay on track, doing that bit extra that others aren’t prepared to do.


I shared my story in my own book so that I could help others achieve business success. Mentoring others is important, and writing the book helped me connect with thousands more people, rather than one at a time. Don’t be afraid to share your own story. You may not think it’s remarkable, but there are plenty out there not having a go, so I applaud you for taking a risk. Having your own business is rewarding and can be the ride of your life, if you approach it with a love-life attitude!


Finally, go in with your eyes and ears open. I have said in the past that if it looks too good to be true, it probably is. There is no such thing as a risk-free investment. Be realistic about your projections. 

You don’t need to have a $200 million business to succeed. But you do need to have a clear vision of what you want for your brand.


Congratulations to all the women in this book. Being successful takes hard work and self-belief. Speak to as many others as you can about their journeys, and when you get the chance, share yours. You never know how your story might inspire someone along their own path to business happiness.





Janine has been presented numerous retail, franchise and business awards including, just to name a few: Telstra Business Women of the Year, Amex Retailer of the year, Awarded Exporter of the year and in 2016, BRW named her one of fifteen people that changed the way Australia does business in the last 35 years. Retail Zoo has over 500 stores that has turned over from inception over $2 billion.