Sixty years ago, when the world was smaller, people wanted to pay once for something and for the thing to last. We transitioned to an era where we no longer knew as much about the provenance of a product. That fact changed our perception and expectations of quality. We were a little more forgiving as long as the price and the quality story matched. Today though consumers want both.

It’s not enough to have a great product, that’s well-made. Savvy customers want to know its backstory. More and more people are keen to understand that the things they invest in were made with care and intention. They want the product story to reflect an understanding of the context of their story. They want us to demonstrate that we know why they are buying this particular product, and how it shapes their lives and their narrative.

Customers don’t just want us to make things better. They want us to have and tell better stories.

Image bt Trekking Rinjani