The Method Method : Seven Obsessions That Helped Our Scrappy Start-Up Turn an Industry Upside Down

An inspiring case study for the next generation of start-ups by the unconventional founders of Method.

Founded ten years ago by childhood pals Eric Ryan and Adam Lowry, Method has been making headlines and profits with a revolutionary blend of culture and commerce, style and substance. Today, Method's ecofriendly soaps, detergents, and cleaners are ubiquitous in stores, capturing valuable shelf space long dominated by the tired old products of giants P&G and Unilever.

Ryan and Lowry obsess over seven principles at the heart of Method's business philosophy, including:

*Kick Ass at Fast: Use small size to your advantage; by bringing innovations to market faster, you can stay out in front of larger rivals.
*Inspire Advocates: Rather than getting caught up in costly battles for market share, foster deeper relationships with fewer customers in pursuit of greater wallet share.
*Win on Product Experience: Beyond satisfying your customers' rational needs, design experiences for them.

The Method Method is an irreverent, candid, firsthand case study. Readers will learn how today's consumers behave, how today's companies compete, and how both groups are acting together to drive profound global change.

Eric Ryan is the cofounder of Method Products, a multimillion-dollar brand of environmentally friendly home-care products. He studied at the University of Rhode Island and London's Richmond University, working for advertising agencies before going into business with childhood friend Adam Lowry.

Adam Lowry is the cofounder of Method Products, a multimillion-dollar brand of environmentally friendly home-care products. Originally from Detroit, Lowry attended Stanford University to study chemical engineering and environmental science. Prior to going into business with childhood friend Eric Ryan, Lowry worked in climate research. He now lives in San Fransisco.

Lucas Conley is a journalist, an attorney, and an author. He holds degrees from the University of Arizona and the University of New Mexico School of Law and has appeared in a variety of publications, including Fast Company, the Boston Globe, the Huffington Post, and ESPN: The Magazine. He is the author of OBD: Obsessive Branding Disorder. He lives with his wife in Santa Fe, New Mexico.