People don’t buy what you do, they buy why you do it. Does this sound familiar? If so, you’ve probably heard of the TEDX Talk by Simon Sinek called “Start with Why.”  The premise of the talk is that the businesses that succeed are the businesses that communicate their why before they communicate the what and the how of the business.

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When I connected with James Merrill from Opolis Eyewear he told me a beautiful story about the founding of his business. James worked for a decade as a contractor for the United States Agency for International Development and through that work, saw how single-use plastic led to the degradation of natural resources and impacted low-income communities. So, he founded Opolis - a truly sustainable line of sunglasses. They're making sunglasses out of plant-based and recycled plastics utilizing a new technology that has the potential to revolutionize the recyclability of plastic water bottles into hard goods.

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After hearing James’s story and understanding why he started Opolis I was sold. I believed in the mission and was excited to become a part of the movement. However, when James mentioned that the business has struggled to get off the ground I started to wonder: Is having a “why” enough?  In this episode James and I discuss this idea and explore the challenges of starting a sustainable business in 2023.

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Here’s what we discussed:

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- what it takes for a consumer to actually CARE about a brand

- if companies still need a strong why to succeed in today's environment

- what types of stories can "break the paradigm"

- the links between what we consume and people impacted around the globe

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If there is anything I believe it’s that the businesses that ultimately succeed are the businesses that continue to work through roadblocks and continue to show up every day. Perhaps having a strong “why” won’t immediately result in sales, but it’s the difference between those who continue to strive and those who give up along the way.

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I highly recommend listening to Simon Sinek’s TED Talk and then giving James’s episode a listen.

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‍About the Backcountry Marketing Podcast

As a marketer in the outdoor industry, the odds are stacked against you. Does this sound familiar? “You’re part of a small, talented, yet overworked team with a limited budget facing hundreds of ways to grow your brand and stand out in a sea of sameness. Some days you feel like quitting and getting a corporate job that pays more but then you realize, I get to work in an industry that some people only dream of working in. Sure the challenges are real, but this is better than a cubicle right?”

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If this sounds like you, you’re not alone. Consider this podcast your guidebook to navigating the ever-changing world of marketing. This podcast is produced by Port Side Productions, a video production company that works with outdoor + athletic brands to help them stand out, launch products, build brand equity, and grow their business. Why would a video production company start a marketing podcast? Because we believe that great marketing is great storytelling. Stories come in all shapes and sizes and at the end of the day marketing is all about communication. People talking to people. People tell stories. People are emotionally driven individuals. Our job is to help bridge the gap between your brand and your people. 

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If you need help bringing your next video project to life, check out our website to learn more. If not, enjoy this episode and discover other resources below:

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Booklist | Here's our curated list of recommended books over the years.

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