The founder of Method, describes how his company's strategic 'obsessions' helped construct a new space in a static market where they could insert their product--backed by a strong brand culture--and succeed.

How do you take an everyday product and reinvent it in an already well-established industry? Then keep reinventing it? Eric Ryan, founder of Method, told our audience at the PSFK CONFERENCE SAN FRANCISCO how in the “sea of sameness” that is the cleaning products aisle his company decided to use minimalist design and the creation of a brand culture that promoted these products as a connection to your home and a place for self-expression, to create the “Aveda for the home.” He describes how in this era of transparency it has become difficult to control your brand but you can control who you hire and how you educate them as part of the brand culture to create a product that is also a set of values.

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