David Allemann | Dream On: How to Be a Creative Entrepreneur | Talks at Google

TL;DR

On Running, a Swiss sports brand, shares insights on creative entrepreneurship and how they have become a global success in a saturated market.

Transcript

[MUSIC PLAYING] CHRISTINE ANTLANGER-WINTER: Welcome, and thank you for being with us today. Welcome to "Talks at Google" hosted out of Google Zurich. [AUDIENCE MEMBER WHISTLES] It's my pleasure-- yes, thank you. [LAUGHS] It's my pleasure to see so many of you here for a great talk today. My name is Christine Antlanger-Winter I'm the country directo... Read More

Key Insights

• 💪 On Running's success is driven by innovation, differentiation, and a strong focus on product design.
• 🏛️ Building a community and leveraging partnerships with athletes and sports clubs have been effective in spreading brand awareness.
• 🖐️ Digital channels play a vital role in connecting with consumers and promoting the brand.
• 💟 Sustainability is a priority for On Running, and they continuously seek ways to incorporate eco-friendly practices into their products and operations.
• 🪛 Culture and hiring are essential for maintaining a startup spirit and driving innovation within the company.

Questions & Answers

Q: How did On Running differentiate itself in a saturated shoe market?

On Running differentiated itself through innovative product design, focusing on engineering and simplifying the running shoe. They also built a community and leveraged partnerships with athletes to spread the word about their unique product.

Q: How did On Running overcome challenges during its early stages?

One of the challenges On Running faced was the learning curve of manufacturing shoes. They had to quickly adapt and find solutions, such as partnering with multiple manufacturers to ensure continuity. They also emphasized the importance of having redundancy and backup plans.

Q: How does On Running approach sustainability?

On Running is committed to sustainability and has incorporated recycled and bio-based materials into their products. They have introduced initiatives like the Cyclone program, a shoe subscription service that promotes circularity by collecting old shoes and using them to create new products.

Q: How important is culture and hiring for On Running's success?

Culture and hiring have been crucial for On Running's success. They prioritize hiring individuals who embody the company's core values and behaviors, and they strive to maintain a startup culture even as they grow. Collaboration and respect between co-founders and employees contribute to a strong and innovative culture.

Summary & Key Takeaways

• On Running was founded in 2010 by three co-founders who wanted to create a unique running shoe that offered a different experience.

• The company focused on innovation, building a community, and maintaining a strong culture, leading to rapid growth and success.

• On Running has embraced digital channels, leveraged partnerships with athletes, and introduced sustainability initiatives, such as the Cyclone program, to make their products desirable to consumers.