There’s a reason I wear a Shinola watch on my wrist.
Our worst didn’t come when we were at our best. It happened when we thought good was good enough.
I’m not one for throwing around inspirational quotes. The above, however, really played with mind. It’s taken from the Shinola “Our Story” page. You can read the story of Shinola here.
The problem we often face in business is the conviction that ‘good enough’ is indeed good.
The belief that to do something means that it’s done.
The Shinola brand aligns with what Simon Sinek taught us a few years back. People don’t buy what we do, they buy why we do it. I never really believed this until my mouse hovered over the ‘Complete Order’ button at Shinola.com.
When you buy a Shinola product you’re buying the movement of a ‘return to American manufacturing’. I’m not American. Why should this concern me? It’s the principle. A once great City in America being rejuvenated by a heritage brand relaunched in 2013. When you buy Shinola you’re investing in a City.
As an owner of a Shinola product you’re buying the story you can now retell.
So there’s the story of Shinola. We can all tell a good story.
Then there’s the process. The video above shows the process behind the range of Shinola notebooks. You get to hear and see the development of the product that you’re about to buy.
The content you create is probably one of the last great differentiators you have available to you.
Without the content you create you’re unable to unlock the differentiators from within that process.
Does that make sense?
The thought, attention and consideration that goes into making what you make doesn’t matter until you share that process with your audience.
That’s how you make what you make matter.
What you show people is what they tell themselves. This isn’t just a notebook. It’s a Shinola notebook. Why does that matter? Because you’re witnessed how that product was created through the story that was shared (the content).
You buy into Shinola.
There’s a lot we can learn from Shinola.
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