Oh hey, how’s it going.
I’ve been trying to make sense of a completely out-of-control pile of bike parts I’ve taken off bikes over the years. And the funny thing is, it all works just fine. Nothing in the pile is broken.
But I guess I just eventually decided I didn’t want to put up with something about each of the parts anymore. Too heavy. Not comfortable. Too complicated.
And it got me thinking about how so many great brands started with someone saying, “I don’t want to put up with this anymore.”
Because once you decide you’re not going to do it—whatever it is—in the same way as everyone else, you have to choose another direction.
And that direction starts shaping everything—what you make, what you say, what you don’t say.
But you have to tell the story in a way that makes the difference actually mean something.
Because lighter gear is just lighter until people understand what all that extra weight was costing them.
A simpler food product is just simpler until people see how much junk they’ve gotten used to accepting in their diet.
A different kind of school is just different until you give parents a reason to start questioning why every kid is expected to learn in the same way.
Your product gives people another path. But the story helps them see what they were settling for in the first place.
And that’s what makes the new path something worth following.
All right, I’m going to get back to making sense of this giant pile of parts.
We’ll see you out there.