Can you Change Your Business Model?
We’ve found that most small businesses follow the same formula:
Offer a product or service
Market it professionally
Focus on customer service, quality and efficiency
It’s not wrong… But it’s nothing new. It doesn’t make you stand out because everyone is doing it.
What if changing the way you do business could not only set you apart and win your customers’ hearts — but also make a difference in the world?
One company that has completely flipped the script on traditional business is Who Gives a Crap – a toilet paper brand that has turned a very unglamorous product into something fun, meaningful and highly marketable. Let’s break it down together and see what can be learnt.
Lesson 1: You don’t need a ground-breaking product – just a fresh perspective
Toilet paper isn’t an exciting product. It’s a household staple, and for years, customers have simply grabbed whatever is available at the supermarket.
Who Gives a Crap didn’t reinvent toilet paper, they just reinvented how it’s sold and marketed.
It’s a subscription-based model: Instead of relying on supermarket sales, they made it a direct-to-consumer product just like Netflix made TV shows on-demand
They have a social impact: 50% of their profits go towards sanitation projects worldwide, making customers feel good about their purchase
Bold, fun packaging: Their toilet paper literally stands out and we’ve even used the wrapping paper for presents.
Lesson 2: Humour and Personality Can Set You Apart
Most businesses try and be ‘professional’ in their marketing but Who Gives a Crap proves that being relatable and fun can be just as, if not more, effective.
They talk to their customers like they’re friends, not just buyers and what’s more is that they aren’t afraid to make toilet jokes and embrace how awkward their product actually is. They also openly share their profits, donations and environmental impact. Your marketing doesn’t have to be formal to be effective. In fact, we think that talking like a real person might actually help customers connect with you more.
Lesson 3: Create a Community Around Your Brand
Seth Godin, a marketing expert, talks about building a tribe. That’s a community of people who believe in what you do. Who Gives a Crap has done this by encouraging their customers to be involved in the creation of the product. They have previously run a campaign where people can vote on the new packaging designs and product ideas. It means that people love showing off their colourful toilet paper instead of hiding it in a cupboard. This then turns customers in marketers on their behalf as well!
All of this means that they have turned their customers into lifelong fans and more importantly, into a community of people who are dedicated to the brand.
Lesson 4: Reimagine How You Sell Your Product or Service
If you have a sales model, there’s a good chance it is developed off a very traditional model. That’s not wrong or a bad thing to do, especially if it is effective. But thinking outside the box can completely change your customer experience and catapult your business above the rest.
A subscription model means customers don’t have to worry about buying toilet paper. It just arrives.
They add humour and engagement to the buying process
They build loyalty through convenience because their process is easy.
While it’s difficult to go against the grain, thinking outside the box could prove extremely beneficial. I’d strongly encourage you to use personality in your marketing. People connect with brands that feel human. You don’t HAVE to follow industry norms. So what could you do differently in your business? Could you add humour, reimagine your sales process or create a stronger community around you?
If you want to hear more about this case study, listen to our team on the Business Abundance Podcast now:
