In Fast Company’s June 2013 issue, the magazine profiles the “100 Most Creative People in Business.” While Fast Company isn’t a magazine I usually read (mostly due to low awareness and too many Kardashians), I immediately picked it up when I saw it lying on a table in the Agency Entourage office. Anything with lists, countdowns, or human profile features has my full and undivided attention.
Source: FastCompany.com
After browsing through the entire list, three “creatives” stood out to me the most. What struck me the most was their ability to produce multi-million dollar businesses, all in age-old industries (beauty, candy and fashion) that are over-saturated and highly competitive, by putting their own spin on things.
#35: Alli Webb, founder, Drybar
Source: DryBar.com
Webb is the founder of Drybar, a fast-growing chain of hair salons that specialize in blowouts – a simple wash paired with a hairstyle achieved using a hair dryer and brush. Some could argue Drybar sells itself short: no haircuts or highlights? But the brand’s simplicity is exactly what has made it so wildly successful. In a world where consumers are constantly bombarded with conflicting advertising messages and endless decisions to make, Drybar’s message is simple: “No cuts. No color. Just blowouts for $35.”
And unlike other hair salons where customers sit in front of the mirror, Drybar customers face away while they read their magazine and enjoy (complimentary) champagne and cookies. Webb told Fast Company:
“Who wants to sit scrutinizing yourself in front of a mirror with your hair wet? I know what works, I know what doesn’t. What we’re really selling is self-esteem.”
Drybar currently has 27 locations with 13 more planned for later this year.
#68: Rosie O’Neill and Josh Resnick, cofounders, Sugarfina
Source: Sugarfina.com
Last week at Agency Entourage, a digital marketing agency in downtown Dallas, the interactive producers were discussing the Candy Crush phenomena when my coworker, Michael Haake, commented that there seems to be innovation in most industries, but that the candy sector seemed uninspired (or something to that extent).
This might be a contributing factor to Sugarfina’s success.
After their third date (they saw Willy Wonka and the Chocolate Factory), cofounders O’Neill and Resnick, (who met on Match.com) gave birth to the business idea that is now Sugarfina – an online boutique of uniquly paired and packaged candy where liquor-infused morsels come with a mirrored flask and mixed candies come in Bento Boxes.
O’Neill and Resnick told Fast Magazine they wanted to “create excitement around candy, like in that movie [Willy Wonka and the Chocolate Factory].”
Sugarfina boasts more than 140 different candies, 30 percent of which can’t be found anywhere else in the U.S.
Pretty sweet!
#92: Leandra Medine, founder, ManRepeller.com
Source: ManRepeller.com
I’ll admit it. Medine gets humor points with me regarding the name of her fashion blog, Man Repeller, described by Medine as:
“I will always be able to say, in 10 words or less, it’s a site about trends women love and men hate.”
Most every woman can relate.
I remember a few years ago when my boyfriend at the time was taking me out to dinner for my birthday, and I asked him if he liked my red ruffled tank top (assuming that he’d say yes) – I loved it! His response: “Uhh..I don’t know. Not really?”
This kind of scenario is probably why Man Repeller’s following is into the mid-six figures. Medina’s site serves as a community for the fashion-focused female population (who dress not for a man, but for other females) to ogle over creative fashion trends worn by fellow “fierce” females without apology.
Oh, and I still have that red ruffled tank top.
Creativity is one of Agency Enourage’s favorite words. We believe (truly) creative work changes things. If your business is looking for a change, reach out to us.
“When it can’t be done, do it. If you don’t do it, it doesn’t exist.” – Paul Arden
