Who Gives a Crap co-founder Simon Griffiths aims to do some exercise every morning – and make as few decisions as possible before starting work
Already a subscriber?In 2012, Simon Griffiths was sitting in a doctor’s office with symptoms of deep vein thrombosis, hallucinating and hoping he wouldn’t slip into a state of permanent psychosis like Reddit commenters suggested he might.He had just spent 50 hours sitting on a toilet to promote his crowdfunding campaign for Who Gives A Crap, his company which makes eco-friendly, affordable toilet paper, and donates profits to promote sanitation efforts around the world.
The other big one was when we first got started, and we put the idea out into the world for the first time, and that was with our crowdfunding campaign. Someone watching the campaign knew a vein specialist, and I remember walking in, and they said “what are you doing here? You’re in your 20s, we don’t see anyone in their 20s.”
So if you get someone who’s very creative and you try to make them an executor, they’re not good at executing, and they become less creative. That’s what all the research shows. I think when you’ve got a lot of change going on in the world, that does affect consumer sentiment, and it means that you need to be able to respond to that sentiment. So we’ve seen this really well in the UK where they faced cost-of-living pressures earlier than anywhere else in the world. As everything unfolded in Ukraine and energy prices got hit incredibly hard, that first winter cost of living was a massive, massive topic that you just couldn’t avoid.
Sometimes that has a bit of a weird side to it, when in someone else’s eyes you might not seem to be living up to the values of the brand, and that can cause them to have less respect for you or the brand in a way that is quite difficult to imagine. The company shouldn’t be paying for my ticket if I’m in business class. It can quickly lose its context and that can potentially damage someone’s impression of the brand even though the only way I could possibly deal with that is to say to Qantas “actually, can you not upgrade me?”
That enables me to respond to what’s going on in the business, to be able to unblock things that are critical that need to be moved forward.
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