Method was launched in 2001, selling products from the boot of a car. Now, ten years later, you can get the whole set here at BigGreenSmile.

The book lets you in on Eric and Adam’s seven "obsessions"; the keys to Method’s business philosophy and culture.

I’m not going to reveal them here (you’ll have to buy the book) but one of them is to "inspire advocates".

This obsession is summed up thus: "Rather than fighting costly battles for market share by trying to appeal to everyone, foster deeper relationships with fewer (but more loyal) customers." That’s you Eric and Adam are talking about, the loyal BigGreenSmile customers!

The book sounds like a great read. Eric and Adam are, possibly, the Eric and Ernie of eco-cleaning. Ok, maybe not. But they are a double-act worth paying attention to: one the science boffin, the other the style guy.

As the blurb says: "You could say that together they complete each other, but that would be dorky. And their wives might get mad."

[Image: The Penguin Group]