This past weekend I heard about a book – Start with why by Simon Sinek. The summary of the book rocked my concept of business. Rocked. My concept. The book (which I have not read yet) assumes that we are in business not to make stuff (how & what) but for something (why). I’ve been looking for something to polarize Redpoint’s vision, as well as articulate what we really do here. Truthfully, we design stuff, just like the other shops in town (what). But why we do it is far more nebulous. One might argue that it’s because we like making pretty colours go together (how), but I don’t necessarily agree. Why we are here is clear to me– we do two things with passion:
- To create things that communicate a goal clearly
- To create things that are not common in our market
Yes, it is that simple. I really don’t like making fishwrap – the stuff that fills a hole and is discarded quickly. I feel like I’ve wasted my time if we hammer out some production and spew a website out without thought. I’ve been around long enough to know better.
We are committing to a major change here at Redpoint. Projects should be vetted against one word: why?. The answer of this question answers all. If you are a client, prepare to be challenged, if you are not a client yet, we will challenge you. As George Lois said – “You make the Mozzarella, I’ll make the ads!”
Now ask yourself right now – why are you in business? Be honest. The result will surprise you. Then go read the book… I will too. Here’s a teaser on the book: