Creating Magic

Make your process part of the Story

People want transparency; they want to know what it is made of and who made it. But why?

People want to trust, to feel safe, and to know they got something of value.
Mostly people hate to be ripped off. If you cannot see the value chain, you can’t see the value. How do you trust something that is kept secret from you?

But there is a line. Take Crumbwool underlay. People want to know it is made in the UK from sustainable materials and they help the planet by choosing a sustainable product. But do people really want to see factories? Is it better to keep a little bit of mystique and magic?

We have to remember that a process is just a process; it is not the final product. Products sell when they deliver real benefits to the people that use them. But what if we turn a process into a story?

The wool in Crumbwool gives it sound insulation, heat insulation and it makes it super bouncy. A home with spongy floors that are fire safe and absorb nasty chemicals is part of delivering a customer experience. When your product is invisible as its end up literally under the carpet the message has to be even stronger.

Rather than pictures of a factory, no matter how clean and modern your factory is why not focus on the magic.
I decided to draw a picture of the Crumbwool Creation Process.

The Magical Crumbwool Creation Process

crumbwool creation

Crumbwool is Created

crumbwool tyres

The Amazing Magical Crumbwool Process

The Laneve Wool Life Cycle

The Laneve Wool Life Cycle

Here is the story of Laneve in info-graphic form… We can break it down to a few simple points..

  • World’s best farming practice
  • Shorn wool from happy free-range sheep
  • Excellence in quality
  • Stunning Colour and Design
  • Fully transparent supply chains
  • Renewable and sustainable materials

Take a look..  Click on the image and it will open in a new page.

The Laneve Wool Life Cycle

Purer than Pure

A while ago I wrote about the need for purity of products, Here. If a textile is only 80% wool / natural then it is only 80% biodegradable or worse as if you cannot separate the wool from the synthetic the product is effectively 0% biodegradable. It has to be 100% natural or 100% fake, there is no in between.

That got me thinking. When you look at an object, any object, most of what you see is the colour. If it’s a car, a cushion or a carpet, mostly the colour you see is synthetic pigment. Ignoring trees, flowers and organic items that is. Mainly the world around us is coloured with dye and paint which all comes from oil.

Amazingly this is a fairly recent situation as synthetics have only been around since the middle of last century. But prior to the 1950’s rich vibrant colour did exist, this colour came from plants. For centuries tapestries and carpets were produced from a variety of 100% natural and renewable resources.

Finally things have come full circle with forward thinking companies beginning to explore natural colour again. Already there are products available that use the natural fleece colour of various animals to create depth in browns and blacks, but coming very soon will be textiles, papers, paints, all manner of materials that use colour from nature.

The leader in this field is a Dutch company called Rubia, named after the Rubia plant which was the traditional source for red and orange. Rubia have mastered a process for extracting pigments from plants on a commercial and repeatable scale. The colours are fast, and vibrant.

For the first time (since the last time) 100% pure products are possible with Rubia and New Zealand wool.

Natural colours that are, well, natural!

Market leading brands will start adopting natural fibres and pigments into their products to create unique selling points that will help them maintain their pole position. Then within a relatively short period we will see natural products become mainstream. After all they are not making anymore dinosaurs so when the oil runs out we won’t have a choice. More info Here

Wool Cycle

Wool is a amazing fibre made by amazing little sheep.

Purple Sheep stars in WOOL CYCLE

Sheep eat grass and turn it into wool. The wool can be turned into textiles which eventually can be turned back into grass. The story has been captured in “Wool Story”, and animated adventure with purple sheep.

Wool really is made from Nitrogen and Sulphur as the story tells, and acts as a slow release fertiliser that also helps the soil retain moisture. The animation shows a plant in wool and soil out growing other plants. This is based on real life experiments that can can read about in my post on “PURE”…

Sit back, turn up your speakers and enjoy…

Purple sheep are metaphors for innovation. The idea comes from Seth Godin’s book Purple Cow which you can find here…