Flashback to the year 2000: Eric’s wondering why cleaning products are so poorly designed, and Adam’s dreaming of green cleaners that actually work and aren’t stinky. Together, these two childhood friends come up with an idea to revolutionize the cleaning world with stylish, eco-friendly products made with non-toxic ingredients that clean like heck and smell like heaven.
2001: method is born, and the Eric and Adam we are talking about are Eric Ryan and Adam Lowry, childhood friends and co-founders of method.
Fast forward to 2011: In 10 years, method has grown into a $150 million brand — a brand synonymous with green, good and successful. It was ranked the 7th fastest growing company in America by Inc. Magazine in 2006 and the 16th most innovative company in the world by Fast Company.
How did method, in 10 years, turn the cleaning business industry upside down, redefine cleaners and set new standards for cleaning supplies?
Eric and Adam reveal their successes are tied to their 7 obsessions! They talk about the method story in a book they released this week called ‘The method method’ (an excellent read that is both humorous and gripping). They call these core strategies “obsessions” because they realize that unless you are obsessed about your business values and practices, they could fade away as your business grows.
Eric spoke exclusively to Ecopreneurist on the book and these obsessions that make method.
Why did they get into the cleaning products business? Eric says “In advertising, I was always trained to look at cultural-shifts in consumer behavior where larger brands are not delivering and we realized this was the right place to be. We asked ourselves, what we could do differently and saw tremendous opportunity in this industry”.
Tip: There is wonderful opportunity in well-established industry sectors, where environmental aspects or as Eric says, “cultural shifts” in consumer behavior are not addressed by larger establishments. This is a place small business owners can make a difference.
Eric then spoke about partnerships and how the diversity in education and work between the co-founders actually laid a strong foundation for their business model. Eric’s background in advertising and design coupled with Adam’s experience with sustainability and engineering helped method become method.
Eric says this partnership was “essential”. He goes on to add, “Our backgrounds were so different, that it helped us find new ways of collaborating, bring about a combination of design + function, that is unique to method. Without Adam, method would have been all life-style design and not much green. Without me, method would have been another drab green cleaner.”
Tip: Collaborating with diverse professionals may actually add a unique USP to your product or service, especially in green business where many symbiotic relationships already exist and thrive.
As Eric looks back on the 10 years, he says, “Locking down our obsessions and making them integral to our company was very important. As a company grows, it becomes increasingly difficult to adhere to these values.” One of method’s “obsessions” was to create a “culture club” or “branding from the inside out”. Eric says, “Creating and maintaining cultures continues to be the hardest value to upkeep. It’s always in motion and changing. Our goal is to create a culture that would inspire us to do our best work while enriching our lives.”
He also has two pieces of advice for budding eco-entrepreneurs.
One: Starting out a company that is just “green” is not enough these days. Take a product or service and add “green” to it by “disrupting the world of business as-usual.”
Two: Emphasize the human connection associated with your product or service. “It’s hard to encourage people to adopt good only on the basis that its good for the planet. To make a lasting impression, bring out the connection that benefits their home, health and daily lives.”
So after a glorious 10 years, what is in store for the next decade at method? Eric is thrilled with the excellent foundation that has been created. He says, “The cleaning industry is very dirty- so there is still lots to clean up. We want to continue to grow into newer markets and countries while educating consumers. And of course continue to innovate to stay ahead.”
Ahem to that and an even more glorious decade ahead.