I don’t think I’d realised how difficult it was going to be to work out an effective identity for our light bulb service business. However it’s been an enjoyable process working with Rich Gilbert of The Agency of Design to create our new entity (Spoiler — we haven’t finished yet!)
We have whittled the name choices down to a few from 250 and are now testing them with colleagues, friends and bluntly, anyone who will listen! Of course we all have our own favourites but we have to swallow our egos and use what works best. Having said that, we are going to have to make a choice in the coming week as time is moving on and we need to begin working on our crowdfunding campaign — difficult to do without a name!
However, to a certain extent we have been putting cart before horse. While we all know what we are trying to do we haven’t distilled that into a concise mission statement and let that guide our final choice. I’ve always been slightly sceptical about such prescriptive commitments, perhaps because I’ve never had a business with quite such a clear focus, but it was clear it was critical in this case if only to gather all our disparate thoughts.
So we’ve distilled it down to this:
Create the highest performing, most beautiful and long lasting products, designed for remanufacturing.
Create amazing value for customers, team and investors by making, providing and locally remaking those products efficiently, eliminating waste at all stages of the supply loop, creating jobs and helping to protect the environment for future generations.
Provide a community platform for people to buy, lease and return those and other products that can be regenerated.
It seems to cover all that we have set out to achieve but I’ve no doubt we will iterate it a few more times yet. We’ve also been working on our values, as these will show we’re walking the walk:
Treat all internally and externally as we would like to be treated.
Be open in all reporting and correspondence.
Continually strive to eliminate waste in all parts of the business and create a positive impact on the environment.