- Making a sustainable product
- Finding a gap in the market
Chris: And my final one was Who Gives a Crap.
Matt: It’s important to end on toilet paper.
Chris: I just really like this brand, just because they’ve seen that there’s a gap in the market. People buy toilet paper at supermarkets, wrapped in plastic, and they’ve thought, ‘If we did that better, more environmentally friendly, with all recycled toilet paper, really nice longer rolls, recyclable packaging, would people buy it and help the environment?’ And that’s what they’ve done. It’s quite a good story, so every time you go to the toilet you sort of feel slightly better about yourself.
Matt: I always feel better after going to the toilet.
Chris: But do you use these?
Matt: Actually, no, but you’ve taught me about them recently, and it’s something that I probably would get behind. And I think – behind! – again, I think what they’re doing is connecting really culturally well with people who share their beliefs. So they obviously believe in everything that they’re doing, and that carries over. So you can always bear in mind that as long as you’re really passionate about what you do, and you would gain the benefits of what you’re doing, then there will be other people out there that will engage with that too. You just need to communicate that really well.
Chris: And I think that echoes across all four of these brands – they’re all really passionate about what they do, and they’re passionate about building a group of people behind them who also believe the same things.
Matt: And there’s the great Seth Godin lesson that we’ve learnt, which is about a brand, and can you imagine if Nike did a hotel, what that would look like? So applying that to these guys… Dr. Martens, straightaway, you could imagine what that hotel would be like. Deadpool–
Chris: Hiut Denim.
Matt: You could certainly imagine what his hotel would look like. And, of course, we can all imagine a giant toilet-paper-built hotel.
Chris: And I’m just trying to imagine a Rusty Monkey hotel. I think we’re sort of getting there.
Matt: I think it would be good. Robot monkey slaves bringing us caviar.
Chris: That would be good, wouldn't it.
Matt: Wouldn’t that be nice.
Chris: Anyway, we’ll link to these brands below, and if you can think of how your company would open a hotel and what that would look like…
Matt: Yeah, share it. And let us know the brands that you think are doing a great job. We love looking at other companies and how they work and how they communicate.
Chris: That’s it. We’ll see you next Monday for another episode.
Matt: We should moonwalk back the way we came.
Chris: Okay, I don’t really know how to moonwalk.
Matt: You’re doing great.