The Method Method: Seven Obsessions That Helped Our Scrappy Start-up Turn an Industry Upside Down

The Method Method: Seven Obsessions That Helped Our Scrappy Start-up Turn an Industry Upside Down

Eric Ryan, Adam Lowry

Language: English

Pages: 272

ISBN: 1591843995

Format: PDF / Kindle (mobi) / ePub

An inspiring case study for the next generation of start-ups by the unconventional founders of Method.

Founded ten years ago by childhood pals Eric Ryan and Adam Lowry, Method has been making headlines and profits with a revolutionary blend of culture and commerce, style and substance. Today, Method's ecofriendly soaps, detergents, and cleaners are ubiquitous in stores, capturing valuable shelf space long dominated by the tired old products of giants P&G and Unilever.

Ryan and Lowry obsess over seven principles at the heart of Method's business philosophy, including:

*Kick Ass at Fast: Use small size to your advantage; by bringing innovations to market faster, you can stay out in front of larger rivals.
*Inspire Advocates: Rather than getting caught up in costly battles for market share, foster deeper relationships with fewer customers in pursuit of greater wallet share.
*Win on Product Experience: Beyond satisfying your customers' rational needs, design experiences for them.

The Method Method is an irreverent, candid, firsthand case study. Readers will learn how today's consumers behave, how today's companies compete, and how both groups are acting together to drive profound global change.

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guidelines—the faster culture slips away. Nevertheless, diligent HR pros devote dense manuals full of prescriptive theory to its creation, only to throw up their hands, exasperated, when it materializes spontaneously in the ranks of unassuming start-ups all around them. At Method, we understood that too much process would only be an impediment. The challenge was to institute process without suffocating culture—but how? “Our challenge as a company was, how do you keep the magic alive?” says Rudy

actually feel clean, and fragrances that make a room smell beautiful—not like bleach. We also worked to add touch experiences with packaging that is organic in shape and made from materials that invite touch. The result is a superior sensory experience that elevates the mundane task of cleaning. All great brands have rational, emotional, and sensory values, so we work hard to ensure that Method delivers on all three. GREAT EXPERIENCES CAN BE SOFT To generate growth, companies seem to love “hard”

creativity in every discipline. Once you can do that, you’re designing. One tool for helping everyone think like a designer is an office space that encourages this type of thinking, literally building collaborative behaviors into the culture. While in advertising, Eric saw first hand the influence and connection between office-space design and the work that was created within it. While working at Fallon McElligott in Minneapolis, Eric noticed that the company went to great lengths to design an

amazing space that inspired creativity and made collaboration flow like water. Years later, while he was working at Hal Riney in San Francisco, the company moved its offices to a new custom-built space whose designers had lacked an understanding of how office design connects to creativity. The office felt more like a glorified accounting firm, and it sucked much of the energy and creativity out of the company. This contributed to the demise of a once great agency. From our earliest days working

building a shared vision around a mission takes a different leadership style. It’s about spiritual management instead of micromanagement. Today’s entrepreneurs and cultural leaders motivate with purpose, asking, “Why are we here?” They help others see the bigger picture. At a recent offsite, we asked all present to talk about what motivated them. While money was important, it was not the chief motivator. (After all, if money was our core focus we would be trading stocks, not selling soap.)

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