I interviewed Eric Ryan, co-founder and chief brand architect for Method on Wednesday. Very interesting man, very smart company and a lot to be admired – both in his approach to business and the depth of Method’s commitment to sustainability. But what really interested me was his practical take on collaboration and business creation.

Things I learnt from Eric. One:

In my research for the interview (yes, I know it doesn’t look like I do research, but my Inspector Clouseau-like fumbling for answers is all an act. Stop laughing at the back), I came across a lot of articles asking about the company’s creation. The gist of them is effectively: ‘why cleaning products?’ 

That’s why as in: because these products are essentially uncool. And why as in: because that sector is all sewn up. The world's largest advertiser does cleaning, for heaven’s sake. You want to go up against that?

Eric did. He did because he had always wanted to launch a brand, and he knew what was needed. An established industry that has missed a paradigm shift or two. The fact that it turned out to be cleaning products is irrelevant, and that is what I learned.

Careers advisors up and down the world’s schools ask their charges ‘what would you like to be when you grow up?’ Then they tell you what educational requirements and / or work experience you may require. 

If you don’t know what you want to be (like my son, for example), they ask what you enjoy doing and then suggest possible careers for you. And then they tell you what educational requirements and / or work experience you may require. 

Perfectly adequate, but this system does not cater for the new rule in business: values.

Eric had firm a set of values, and he didn’t care what industry he ended up in. By sticking with those fundamental things, he has ended up doing what he wanted to do, and what he enjoys doing. Every school leaver should have this choice explained to them.

Things I learnt from Eric. Two:

Method genuinely learn from other companies. Even better, they job swap. Last week the creative director of Innocent (the ‘little tasty drinks’ company) worked at Method. Next week, vice-versa. I think this is brilliant. Collaboration is a hugely useful productivity tool. We all know this, and yet it is so often lip service – saying ‘innovation’ when what you really mean is ‘brand extension’. 

It’s like the best Marvel Team-Up comics. What could Ford achieve with the customer service focus of Zappos? Or Zappos with the global market experience of Ford...*

*Yes, or Amazon.