Posted by admin | Filed under Mawashii
We believe the time has come to do things differently. Geoffrey Michiels and I used to work in advertising, where we always worked for clients. The clients we worked for, made products nobody really needed. Thus, they asked us to come up with strategies and creative ideas that would persuade people to buy their goods.
One day we were sitting in a meeting with a software company. They briefed us on a product suite that was so complicated, the presentation took more than 100 slides and still failed to explain what they were offering. It was in that moment we realized we were in the wrong business. Advertising agencies don’t try to make their client’s products or services better, they focus on selling the client’s existing products. (Duval Guillaume made nice commercials for Lotus, but they didn’t invent the best-selling Speculoospasta). We suddenly realized that what our clients wanted us to do, and what we wanted to do, were complete opposites.
When the financial crisis hit hard in the advertising business, we saw clients cutting their budgets, and agencies firing tons of people. So why would we risk our careers, working for a few clients when we could do a better job building new ventures that would have thousands of clients generating a steady, and less risky revenue stream?
That’s when we started to use our talent to come up with new business concepts, all based on three pillars:
- Give people an entirely new experience
- Change the way we do business
- Become profitable from day one
The first idea we are building into reality is Geek Angels. My next post will focus on this.