WhenchildhoodfriendsEricRyanandAdamLowrydecidedtogointobusinesstogether,theyrealizedtheydidn'tjustwanttodesignanewversionofsomeoneelse'sproduct.Theywantedtoreinventanentirecategory-onethathadhardlychangedindecades.Aftermonthsofsearchingfortherightidea,theysettledon,ofallthings,cleaningproducts.Ifanyconsumergoodscategoryneededamakeover,thiswassurelyit.Thedominantcompanieshadbeenontopformorethanacenturyandhadbamboozledconsumersintobelievingthatthesmellofbleachisthesmellofcleanandharshtoxicchemicalsaretheonlymeanstoahealthyhome.Andbecausecleaningisachore,productsshouldcomeinugly,bulkypackages-difficulttouseandunpleasanttolookat.Butwhatifpeoplehadproductstheyactuallyenjoyedcleaningtheirhomesanddoinglaundrywith?Whatifthoseproductsnotonlyworkedgreatbutalsosmelledniceandweresafefortheenvironment?Whatiftheycameinbeautifulbottles?Whatifdoingchorescouldactuallybefun?EricRyanandAdamLowryused$90,000incapital(theircombinedlifesavingsplussomeloansfromfriendsandfamilies)tolaunchMethodin2001.Intheearlydays,whentheyweresellingsurfacecleaneroutofthetrunkoftheircar,itseemedcrazythattheywerecompetingwithglobalconglomerates.Butdespitethosemodestbeginningsandtheoverwhelmingoddsagainstanewcomerinthiscategory,Methodcaughtontobecomeathriving,belovedcompany.RyanandLowryattributemostoftheirsuccesstotheirseven"obsessions"-theprinciplesattheheartofMethod'sbusinessphilosophyandculture.Theyinclude:*KickAssatFast:usesmallsizetoyouradvantage.Bybringinginnovationstomarketfasterthanyourlarge,bureaucraticrivals,youcanalwaysstayonestepahead.*InspireAdvocates:Ratherthanfightingcostlybattlesformarketsharebytryingtoappealtoeveryone,fosterdeeperrelationshipswithfewer(butmoreloyal)customers.*WinonProductExperience:Beyondsatisfyingyourcustomers'rationalneeds,trytodesignexperiencesthattouchthemonanemotionallevel.TheMethodMethodcapturestheirreverentattitudethatmakespeoplelovethecompany.RyanandLowrydon'thesitatetotellstoriesabouttheirfailuresaswellastheirsuccesses.Andtheyshowwhathappenswhengiantsrealizethatsomescrappystartupisdaringtodothingsnotonlydifferentlybutbetter.
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