What we do for Start-ups
How is it possible that transcendent entrepreneurs who had virtually no money (they were tinkerers and hobbyists for the most part) and no industry pedigree, achieve such brand loyalty worldwide? A significant part of the answer lies in the fact that their ideas were so outrageous that no one gave them the money to do what large corporations or well-funded startups inevitably do: prematurely scale their brands. Thus, they were forced to grow their brands the same way that movements form. Through emotional contagion.
They cultivated the Transcendent Adoption Curve by first building core loyalists (the evangelists) who then recruited the early adopters and so on. Along the way, the Transcendent Entrepreneurs realized the value of staying away from mass market channels and creating innovative business models. Apple launched their stores, studiously avoiding the big box retailers once Steve Jobs was hired back. He later created the iTunes. Phil Knight created Nike Towns after he had sold his shoes from the back of a pickup truck at university track meets. The scientifically validated phenomenon of emotional contagion kicks into gear when people authentically believe deeply in an idea, product or service.
NewTree, a Belgian chocolate company was focused on creating natural and responsible chocolates, but it found itself facing the inevitable competition and margin pressure from store brands, multinationals and other copycats from around the world. Further, its wonderful message of corporate social responsibility was getting lost with the emergence of dozens of Fair Trade or Organic chocolates and candies.
Blue Earth Network was engaged to help NewTree develop a Transcendent Brand strategy and lift the brand beyond the gravitational forces of commoditization.
The outcome of Blue Earth’s work is a paradigm shift from selling “Natural born chocolates”, to a company that helps consumers to “Savor Life”. NewTree’s new Holistic Value Proposition© recognizes and delivers a superior emotional outcome through its product, channel and business model innovations.
The result is that NewTree has been able to innovate and create a number of breakthrough products, beyond chocolate, that use 100% Fair Trade and organic ingredients, develop a new business model, including opening its own flagship store to great initial reviews, develop a new e-commerce platform, and design new channel strategies to double its margins and drive deep consumer loyalty (extra-ordinary lift in consumer repeats) outside of mainstream channels.
If you have big dreams, and you can demonstrate that you have the perseverance to overcome the inevitable barriers and the open mindedness to try things outside of the norm, then you could be eligible for Blue Earth’s Transcendent Entrepreneur Program. This program is great for pre or low revenue organizations that qualify. Find out if your startup qualifies.
“Our efforts on innovation, branding, sustainability and corporate social responsibility were fragmented, even as we were being commoditized. Blue Earth helped us clarify our purpose in the world, and bring it to life in a way that fully integrates all our work – CSR, Branding, Sustainability and Business Model, to make it far more meaningful and powerful. The re-design of our business model has completely transformed our financials. And, trust me, it’s a lot more fun when you can see your vision for the world beginning to take shape!”