Michael Karnjanaprakorn

One of my favorite brands, Behance, just conducted a great interview with Jason Wachob of Crummy Brothers.

“If you come up with a great product and everything else will take care of itself. People will find it and you. With both Crummy Brothers and MindBodyGreen, the focus was 100% on the product — not projections, not business plan writing, not hiring a PR team, etc. Projections, revenues, distribution, press can all be worked out, but a great product can’t be. Once we nailed our product with Crummy Brothers, sure enough we landed a coveted national deal with Whole Foods.

Creativity has no bounds. Suppliers can be sourced, numbers can be crunched, and capital can be raised — but it all starts with innovation. Work your ass off and focus on what you do best (as mentioned above, too many focus on what they lack, in terms of themselves and in terms of resources) and let the rest take care of itself.”

Everything revolves around innovation, creativity and entrepreneurship. By creating something that offers utility and adds value to the world, people have no choice but to come seek you out. If you are out there recreating the wheel, then you will have spend money on advertising to communicate that your brand is better than that brand. Why? Because you are essentially selling the same thing as them. There’s nothing else to differentiate your brand so you have to communicate that you’re different. Obviously not the right model.