Use other people’s expertise
3 ways to make use of someone else’s knowledge
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Every month I drop by an inspiring impact entrepreneur’s home for a bite. Here I share what I noticed about these pioneers.
This month: Tim Holland — initiator of high-end eyewear brand Dick Moby, that manufactures eyewear from recycled plastic. The company was founded in 2014 and as of 2016 even Elton John buys their glasses.
The moment I walk in, I realize that Tim has also invited his business partner Rob. Both of their girlfriends are also sitting at their long dinner table. It’s quite a crowd. After ten minutes Tim confesses he hasn’t had the time to buy any groceries, so the two girls walk across the street for some takeaway: chicken, fries and apple sauce. Easy as that, I think. It seems as if Tim is reading my mind, because he says: ‘They make their own barbecue sauce and use only organic chicken.’
Think about who you want to work with
Because he started his own webdesign bureau, Tim already had some experience in marketing and online businesses. His partner, Rob, started his own fashion label. With his network and knowledge about fashion, Rob helps others, such as his former roommate Tim. Rob: ‘It took Tim a year to get me fully committed on board.’ Tim: ‘I really wanted him as my businesspartner, because he can do things that I can’t and vice versa.’
Think about how to communicate with the media
Dick Moby is worried about the increasing pile of plastic waste, which is why they produce eyewear fabricated from recycled plastic. Their PR bureau noticed that during interviews with them most journalists focus on negative aspects. Tim: ‘We don’t want to profile ourselves by focusing on problems and sad imagery. Instead we focus on the positive side; the opportunities. That’s what we call The Sunny Side of Plastic.’
Consider who can market your product
Currently Dick Moby sells their products in 350 stores in 18 different countries. The majority of their sales is to offline opticians. But all that can change if a celebrity were to start promoting the brand. Rob: We are mostly looking for someone who understands our story and knows how to convey it.’ That could be someone such as Pharrell Williams or Leonardo DiCaprio, known for their great affinity with sustainability. But so far Rob and Tim haven’t been in touch with anyone. Rob: ‘I am a bit scared to take that first step, because you only get one shot.’
Just don’t be too trustful…
Their glasses are manufactured in Italy. But despite careful preparations, things can still go wrong. Tim: ‘We carefully reconsider every step in the process, sometimes up to ten times. We don’t act on impulses.’ Still, their glasses arrived one month late this year, which meant that Moby Dick would lose a months’ worth of revenue. That simply sucks.
While we make some photos, Rob can’t help himself and keeps making funny faces. ‘Come on, try to act a little normal, Rob,’ says Tim with a big smile on his face. Rob gives in. And what about me? I listen to the joyful surf music that is playing in the background.
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