The Brilliance!


#INTERNET Ah, we're back! Like we said, we were just "chilling out" for like 3 years. Feels good to have the team back writing. Still us three: Chuck, Benjamin, and Virgil. Got new interviews coming up, and hopefully we'll be posting on a regular basis, who knows. We also interviewed each other, check: CHUCK, BENJAMIN, VIRGIL...


Ikea: We won’t stop, because we can’t stop.

I thought I told you that we won’t stop. Take that, take that. Sorry…the little Diddy style intro was corny. Look…I love Ikea. I don’t care what any of the furniture snobs say. Because we all know they have some Ikea in their homes as well. So I was walking thru the corporate headquarters entry-way of one of my client’s today…and the November 14th issue of Business Week with the Ikea cover story caught my eye. Wow. What a wild look at the inside of Ikea and what makes them so unbelievable. They, along with Apple and others, epitomize what a ‘cult’ brand is. Did you know they only have 12 full-time designers? 80 freelancers…but still, 12 seems so small. Must be a wild to work there. Anyway…from their designs, their price points, their marketing, their manufacturing outsourcing, their intensely intricate demographic research, their insane profit margin, their growth-pattern etc…they are hands down one of the most fascinating brands to watch and learn from. Really…they are so inspiring. Side note, I was at the new Ikea in Bolingbrook this weekend…fun trip as always….but I wouldn’t recommend the $.99 breakfast. The article is split up on Business Week’s site, so just search ‘Ikea’.