THE FIVE Reads: "The Method Method"

I remember a decade or so ago when Method products was a scrappy upstart in San Francisco. They were two young guys--one a marketer, the other a scientist, looking to take on the CPG world while everyone else (it seemed) was busily transforming how we use the Internet.

But, while, Webvan, and have vanished into the history books, Method Home Products has seemingly made it into the mainstream. I'd be surprised to hear if you DON'T have a Method hand soap, laundry, or cleaning product somewhere in your household. They fought big soap, and captured a big handful of suds.

And now, they're sharing how they built the company based on a clear business philosophy and culture.

In their new book, The Method Method: Seven Obsessions That Helped Our Scrappy Start-up Turn and industry Upside Down, founders Eric Ryan and Adam Lowry demonstrate how important their clear and articulated corporate culture--their seven "obsessions," was to the successful assault on the seemingly fortress-like soap aisle dominated by the big consumer package goods companies.

By 1). creating a culture club 2). inspiring advocates, 3). being a green giant, 4). kicking ass at fast, 5). delivering retail differentiation, 6). winning and product experience, and 7). building design leadership into their DNA--Method has pushed their way into the grocery aisles and into Americas' homes.

A major part of my consulting practice is working with companies on uncovering and articulating a company's soul (their cultural DNA) and inculcating it dominantly into everything from products to sales to hiring practices. Ryan and Lowry appear to have done  this from the very start at Method--with the same vision and scrappiness that drove them to fight the soap establishment--and win.

For any leader, of any organization, understanding the principles of "The Method Method" is essential.

Nice job guys.

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