“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.

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