Every Bastard Says No

This book begs to be picked up and looked through. Just as you would expect from its creators, the 42 Below story comes smartly packaged – glossy paper, soft cover for a heavy 393 pages of information in a variety of fonts, delivered in bold colour and loaded with pictures, cocktail recipes and colourful language. 
The latter is acknowledged by author Justine Troy, wife of 42 Below’s founder Geoff Ross. In a thank you list which includes one to her children, she finishes, “It’s a shame it’s R18 – they have a few years to wait until they can read it”. 
Several words, like gutsy, audacious and persevering, spring to mind as the 42 Below tale unravels. At the Auckland launch, Ross describes it as “a rollicking good adventure” that “gives a bloody good swing at the negativity out there”. 
“To get to ‘yes’ in our country, you have to persist, as every bastard says no,” he said.
In the book’s foreword, NZX CEO Mark Weldon says this is the story that explains how Geoff Ross “built a unique business that challenged the establishment, was the first public listing to raise capital purely to invest in growing a brand and took a distinctive New Zealand voice global”. 
Troy introduces the book, suggesting its intention is to offer answers to people with entrepreneurial spirit as they pursue their dream.  “We’ve presented these in straight-up 42 Below style – it’s like a dodgy sitcom, with a huge cast of outrageous characters and layer upon layer of subplots.  
“You won’t come away from this book thinking growing a business is a cinch, but you might get some tips on easing the pain and pulling that vital ‘angel investor’. You’ll gain insight into the ideas, methods and creativity of Geoff and you’ll find he hates marketing.”
Ross explains it’s the word marketing he hates and it’s not because of what marketing does, it’s more because of the people who hide behind it. “Marketing is really common sense with a dose of good ideas thrown on top.” 
Troy takes us from an idea sparked by an airline magazine advertisement for an American vodka called SKYY in 1996 to a company a decade later, successfully exporting 65 percent of its vodka to 25 countries, served in more than 4500 of the world’s best bars, being sold to Bacardi for $138 million.  In 2006 there were over 30 staff permanently in Penrose and ‘100 spreading the word all over the world’ along with a gallery of international awards for 42 Below and Geoff Ross. 
But Justine Troy explains how few understood the value of BRAND in 1998, including New Zealand Trade and Enterprise (NZTE).   
Referring to capital being like air and necessary for survival, Troy describes how successful businessman Grant Baker took a 51 percent share of the business for $430,000. In turn, Baker gives tips for angel investors. 
As the brand builds, we follow the massive ask in taking The 42 Below Cocktail World Cup in Queenstown from an idea to an actuality and the volatile ins and outs of listing on the New Zealand Stock Exchange.  
We read about the four major markets (their different marketing polices and the personalities involved) where the team focused 42 Below. America is described as the most volatile; the UK as the most professionally satisfying; New Zealand as the most hard won and Australia as by far the most fun. 
The story is told chronologically with plenty in there about the pair’s background, their relationship and how they have a good appetite for life – along with tips and inspiration for New Zealand business.  
ISBN: 1869792971
Usefulness 8.5/10
Linda Donald is an Auckland-based freelance writer and book reviewer. 
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