Caddis

Every brand leader needs to read this. Like, immediately. Amy Finn gets it right. #failingourbrands

Title: Caddis is a shitty Cult. At Caddis you won’t find illicit drugs, carefree sex, flowing robes, 1970’s white Rolls Royces and no psychopath leader...so yes, we're a shitty cult. We understand that creating and fostering a cult brand is in the hands of an audience (you), not a psycho cult leader or brand manager (redundant?). All Caddis can do is send images, ideas, and talking points into the world, and until you all send a signal back of “We read you loud and clear”, we won’t matter. Eugene Healey (follow him…he’s great) posted a video explaining his view on dying subcultures. He discusses subcultures that once possessed common values, perspectives, and activities that have now been stripped of meaning. Those subcultures now only represent an aesthetic, and that aesthetic quickly moves on to the next visual realm, and the next cultural reference to create “something new”. For Gen Z, I assume he’s spot on. But I’m not so sure about the Caddis Cult. Maybe because the Caddis audience is the last generation who experienced true subcultures (skate, surf, music, art, dance, cars, etc.) pre-internet. We are also the last generation that has uniquely experienced both an analog and digital lifestyle. So are subcultures dying? Yes and no. Some sub-cultures are being harvested for their aesthetic, and that’s been going on since the 80’s. Intense internet marketing has turned this rapid harvesting into a strategy for struggling fashion brands seeking relevance, so it benefits some. But we still believe that some things people buy come from a collective consciousness that goes beyond aesthetics and represents core beliefs and actions that withstand time (and algorithms). Caddis still believes in the cult…no matter how shitty we do it. ?? Caddis store NYC

WOMEN: I’ve spent 30+ years as an entrepreneur, and one detail has differentiated the last 10 years from the previous 20. With Caddis, my mentors,?the people I lean on, my holy-shit phone calls I make, my aspirational role models, etc. have been mostly women. It used to be mostly men. I didn’t know these people before starting Caddis, yet they give me more than I have brought them, and I’m lucky and grateful. From deep dive full-blown therapy to a simple well-timed text, these women leaders have been my compass, guiding light, and aspirations. Let's hope that this change I’ve experienced is not unusual, but a growing trend within business culture that will be experienced by many. We need more women business leaders.? We need more women billionaires.? We need more women everywhere. ?? Liz Lambert & I - St. Vincent Hotel, New Orleans

THE BIEBER EFFECT: "If I start to learn to play the guitar, do you know how old I'll be when I'm good at it?" Answer: “Yes, the same age you would be if you didn't learn to play the guitar.” Justin Bieber uploaded videos of himself singing on YouTube in 2007. He was 14 years old then, so he had been working on his craft (guessing) 4-5 years. One year later, in 2008, he was discovered by music producer Scooter Braun, and the rest is history. The Bieber Effect states: right now you have time to develop the skills and path to that "thing" that you've always wanted to do. Don't let the adult ego stop you from punching through the learning curve and just start. Initially, you will suck, get over it, but you will improve as you develop your style and skills. The Bieber Effect also applies to clothing design, pottery, cooking, knitting, writing, dance, painting, programming, etc. For all of us, 4 to 5 years can go by in a blink of an eye, but for a 14-year-old it is a third of their lifetime. So math tells us that if anyone should be able to commit for this amount of time, people our age should. But we don't. Trust the process. Trust the Bieber Effect. Caddis wants to ask, how will you apply the Bieber Effect? What "thing" have you started lately that you're committing to? If you haven't, what do you want to start? Add below. ?? ?? Walking onstage at Great American Music Hall, San Francisco, after 4-5 years of playing.

"What you're known for, what you sell, and what you make money from...don't make those the same thing."? For example... Yeti is known for: the unapologetic $500+ cooler Yeti makes: Outdoor gear Yeti makes money on: Houseware Patagonia is known for: Extreme apparel for top of mountains Patagonia makes: Active lifestyle apparel Patagonia makes money on: Walking shorts, polo shirts, t-shirts I think I learned this by reading David Aaker...not sure. I butchered the exact quote ...but the concept is correct, and the idea comes in many forms. Ultimately, if a company makes "the 3 things" all the same, the risk is hyper-milking the brand without really knowing it, and growth becomes harder. Create platforms over products and growth becomes more predictable. This is not an option for all companies, but if the market gives you permission, a company should take it. It's a work in progress over here at Caddis. YETI We love your model and would love to copy you. Send a messenger to help... Patagonia Love you also. Still using lessons learned.

Humongous Living is the CADDIS podcast where we cover interesting mid life topics. Starting next month we’ll be running the show from the middle of Houston St. …also known as Median Haüs. Get those 90 minute cassette tapes ready and hit record.

We don’t talk about it. But maybe we’ll start…Caddis has always donated to music education programs around the US. Music Farming is a new non -profit that we’re working with now to ensure that music has a fighting chance. Musicfarming.org