Influx M2: Eric Ryan On Method’s Success

"It wasn’t like I was some clean-freak. We looked at the category
and what we saw was everyone was so similar and looked identical. The
category was built around owning a product function such as
effectiveness – so it had become a low interest category. If you find
such a category: find the white space, own the experience and not the
end benefit. Your mission is to own a new category not a new brand – be
consumer inspired, not consumer led."

Eric Ryan, founder of Method, speaking at the Influx M-Squared Conference  Sept 27 2005 San Francisco.