The Method Method

The Method Method

7 Obsessions That Helped Our Scrappy Start-up Turn An Industry Upside Down

Book - 2011
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"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"--
Publisher: New York : Portfolio/Penguin, 2011.
ISBN: 9781591843993
Branch Call Number: 658.4012 Ryan 11/2011
Characteristics: xi, 256 p. :,ill. ;,24 cm.
Additional Contributors: Conley, Lucas
Lowry, Adam


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Dec 12, 2011

This is a good book about the soap maker "Method". The authors are the founders of the company. They discuss the hurdles they had to overcome to make their company successful, and they also talk about the "obsessions" (or strategies) that are needed to launch start-up company. Although most of the information and strategies discussed in this book are not new, some of the tactics are novel, making this book entertaining. Obviously not all of the strategies that are discussed here will apply to companies operating in other industries, but it is worth knowing what works in the soap/"green" segment of this industry.
While on the subject regarding strategies, it must be pointed out that the authors do not comprehend the concept of strategy. On page 223, the authors write, "Virgin America's strategy is probably no different from that of Alaska Airlines; the difference is the creative execution of the brand and in-flight experience." Well the creative execution of the brand and in-flight experience IS part of the strategy of Virgin America. Also on page 240, the authors write, "We also challenge you to let go of strategy now and then. Strategy alone is not enough to succeed...Obsess over the tough stuff, like your competitive advantage." Unfortunately the authors forget that a good strategy gives rise to a competitive advantage. I would invite anyone to read Michael Porter's "Competitive Advantage."


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