Decisions: Juliet Davenport, Good Energy Group

The founder and CEO of the renewable electricity supplier on her best and worst decisions.

MY BEST... One of my best decisions was to get a really good PA. I've had her for three years and what I find as I grow up with the business is that my job is now to be ambassador for the company. I spend a lot of time out of the business, so, logistically, I need someone here to manage me and to tell me when they think that there are problems with people within the organisation. It's about keeping me plugged into what is going on inside the company while I'm on the go.

Another good decision was that Good Energy would always provide 100% renewable energy. People have talked to us about supplying brown energy (generated from coal or gas), but being 100% renewable puts clear blue water between us and the rest.

The decision to compete on quality rather than just on price has been important for us. Three years ago, the electricity market lost many start-ups that competed only on price. They couldn't cope with market movements. Going into recession, we've spent a lot of time making sure that people still believe in the quality of what we do.

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