Shawn Parr: How To Build A Brand That People Join Rather Than Buy
Being responsible, and therefore trusted, can lead to more long-term advocates and fans than just a good product.
I met two Southern California brothers, Shea and Raan Parton in 2004 when they had a simple, and perhaps naïve, idea: people can live better lives if they are given the opportunity, a chance to practice their trade, gain employment and determine their own future. Today, they are making an impact based on the principle that being responsible even having very little, leads to being trusted with more—and with that notion, they birthed their business.
Apolis (a-pö-lis) translates to “global citizen” in Greek, and is the inspiration behind their socially motivated, lifestyle brand that focuses on empowering communities throughout the world. Most people have heard the proverb, “give a man a fish and you feed him for a day; teach a man to fish and you feed him for a lifetime”. But, what the Parton brothers have learned from traveling the world, is that there are plenty of well-trained fishermen, but they often don’t have the correct bait or a large enough pond to fish successfully. The Partons saw an opportunity to work hand-in-hand with communities and cooperatives throughout the world to co-design products that help make them more relevant to a wide audience and stronger market.