When we started Mountain Khakis we were new to retail.
Because of that, a lot of people were very quick to tell us how the industry worked, what we “had to do” or at least what we “should do”.
We heard advice like:
- There are two key seasons a year that you have to consider.
- You can only ship product in certain months.
- You will forever be challenged by close-outs.
- Retailers won’t allow you to sell online and to them at the same time…
We always respectfully heard them out. But, the key was we always followed up with WHY.
- Why do you have to do that?
- Why can’t you?
- Why do we have to do that that way?
You already know their answer to our why questions: “That’s just the way it works.”
So, guess what – we ignored that answer.
We disregarded the idea of seasons. We blew out shipping schedules. We said that our product was going to be on shelves year round. We built a new sales model that supported retailers and helped them move more pants in a month than they previously sold in a year.
We consciously snubbed conventional logic because we knew there was a new way to do it.
Our ‘new way to do it’ was just that – our way. We consciously thought about the ‘right way’ to build our products and our company; then, we showed the industry why and how that made sense.
Ask WHY all the time. If there isn’t a good answer to that question, don’t do it.
Do the smart thing – not the expected thing.
[tweetthis]Do the smart thing – not the expected thing.[/tweetthis]