Why them? Partly because of their intelligence and creativity, but not only. They are ahead of others also because their fields of activity are juicy, innovative and dramatic in nature and abrupt innovations in them make leadership more likely.
Similarly, Eric Ryan, co-founder of Method, became an ideological leader.
Ryan and other team members took such a banal household item as soap and wrapped it in a cool idea.
It would seem that everything in this niche has been occupied for a long time and it is simply impossible to come up with something new and interesting. But Method co-founders Ryan and Laurie succeeded. But not at the expense of new technologies, but at the expense of the very idea of safe, environmentally friendly and pleasant house cleaning.
The company's products focus on stylish packaging and environmental cleanliness of products — what makes cleaning the house a safe and enjoyable activity.
Well, the company itself has built a culture based on imagination and creativity and far from formality and worship. Such an atmosphere allows entrepreneurs to put their soul into work and express themselves through their activities. And it brings excellent financial results.
Here are four rules of Ryan, observing which you may well become an ideological leader in any field, even the most banal and fully occupied by other well-known brands.
Ryan's most important advice is to connect people to his goal, to get co—founders, employees and users to share the main idea.
No need to sell the product. We need to establish a movement.
Whatever you do, you need to create a solid platform for your leadership — to give people a clear idea of what you are doing all this for.
For example, in his company, Ryan emphasized the creation of the "people against dirt" movement. The sale of cleaning products has become not a simple household action, but a means of solving major social and environmental problems.
Method company wants to prove that business as a whole can be not only a means of earning money, but also an engine for social change for the better. And the chosen strategy brings the company high revenues and ever-growing fame.
Do not underestimate the passion, love and enthusiasm that can arise from a high goal.
Instead of developing a global idea for your business from scratch, you can join existing communities that carry an idea close to you.
Method has chosen as such a community members of B Corp (from Benefit Corporation, public benefit enterprises).
To get a Benefit Corporation certificate, you need to check how the company affects local communities, its employees, consumers, various spheres of society and, finally, the environment.
At the moment, more than 1,000 companies in the world have earned this status (and not only in the USA). It can be said that this is a global movement of businessmen using the power of their business to do good.
Being part of the Benefit Corporation community energizes us and inspires us to make this world a little better every day.
Joining the ranks of B Corp not only perfectly motivates employees, but also ensures the trust of consumers, increases the credibility of the company and puts it apart from competitors in a crowded modern market.
Thanks to the B Corp certificate, Method is associated with the most socially and environmentally oriented companies on the planet.
Canadian journalist Malcolm Gladwell's bestseller "The Turning Point" tells us that the success of any social epidemic, mass obsession with an idea, depends on a small number of people whose opinion has a lot of weight.
When you make public appearances, it is not necessary to convey your ideas to every person in the crowd. The main thing is to convince a few people who have influence on the general public and will begin to spread information about your service.
These may be people who will write about your product on their resource, and then other people will pick up the idea, and the media will start talking about your ideas and products.
"With this strategy, we have quite successfully attracted media attention and increased the value of our brand," says Ryan.
On the one hand, it even sounds scary. How can you give away your ideas just like that without getting anything in return? But there is another side.
By spreading ideas, you strengthen your position as a leader.
Eric Ryan told how upset Method CEO Adam Laurie was when he saw the final version of the book The Method Method. This book, released in 2011, revealed all the secrets of the company that make up its competitive advantage.
However, it didn't bother much Ryan. He understood what was upsetting Lori, but he believed that it was the embodiment of Method ideas that distinguished them from their competitors, and not the ideas themselves.
So don't be afraid to share your ideas. Your main feature will be their implementation, and distribution will help you win and strengthen the position of a leader in your field.
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