ΛRK - Acts of Random Kindness

February 17 2010

We've been on retreat for a month thinking deep about how to make this happen. Now it's here for you to read and steer. Here's some lovely music. This is important stuff but if you're not on for a marathon read, skim through and look at the lovely pics on facebook.

A little movement with big ambitions

So we started this month with a big hairy manifesto (http://tiny.cc/hISnU) and spent all last month, and most of this one, figuring out how to make it happen. Basically laying the foundations for a strategy so the world can hear about a little movement with big ambitions.

As far as we're concerned this is your company to run as you see fit

We wanted to do this properly so we started at the very very beginning using a cool little process called Design Thinking. Design thinking is basically creatively exploring an issue until you arrive at a brilliant result. It involves lots of patience and post it notes. It also involved you, and trying to understand the people who ultimately matter. The people who buy, believe and belong. Thanks for your feedback along the way, from random advice, to website re design ideas to what we should do with our profits (this inspired us to give 10,000 of our advertising fund to launch a donation campaign for Haiti.). A genuine thanks for all this. As far as we're concerned this is your company to run as you see fit.

So, where were we. Well, we started by understanding ourselves as a brand - Who exactly are we and what makes us different from other clothing brands (Abercrombie *shudder*) and all the other folk involved in RAKs and all sorts of love & kindness stuff. This led to deep philosophiing on what life is all about and the ideal way it should be lived.

We paused for tea at this point as it got a bit heavy. If this is getting heavy you should also pause for tea.

What's our purpose?

We then explored what our purpose was. Kindness is nice n' all but it's not compelling like climate change. We then decided we'd become a movement for climate change and create the worlds first Tree Shirt. Ha, only joking. That would just be too much fun! Anyway, we asked ourselves a simple question:

What's the big problem in society that only a movement like Ark°, and the concept of a load of people wearing our tees (looking fabulously good) and Arking could solve?

We realised that above anything else the all pervasive problem is Disconnect. 

People are sick of the bullshit that led us (economically, socially and all other llys) to where we are now. They want a new direction. We want to provide it

We live in a highly individualistic society where people just motor on from A to B without a care or concern for anyone else around them. We live in big anonymous cities (and 'not what they used to be' rural villages) where me comes before we. Community, camaraderie, and common humanity are things that pop up only now and then (at sporting events or funerals) when we all get a bit of perspective and are reacquainted with what life is actually all about. We want to make these ideals and values an intrinsic part of people's natural lifestyles. Not because it's all lovely and nice, but because it is the keys to people's happiness. People are sick of the bullshit that led us (economically, socially and all other llys) to where we are now. They want a new direction. We want to provide it, showing people a new kind of lifestyle that isn't a huge readjustment by anyone's imagination. Just being a little more mindful of others. Even just smiling more and being aware of the bigger picture. We feel this is a mindset but that it comes to life through Arking, the easiest way to affirm what life is about, introduce more people, and connect with them on a genuine level. 

We felt the best way was to take two strangers - Movements and Entrepreneurship, mix them together and see what comes out

Once we had that revelation. We started to tackle how we were going to achieve it. In terms of our tees, they're great because they serve as a reminder. We often forget these ideals but when we're wearing our own stuff we tap into that space and then do something about it so others can experience it. But we're also entrepreneurs who love business so we felt the best way was to take two strangers - Movements and Entrepreneurship, mix them together and see what comes out. 

So the plan is, starting with clothing, to deliver an array of really creative products and services that carry our message, remind and enlighten people of the way life should be, and then empower them to get out there and Ark, in the hope that they in turn can inspire others.

We've come up with loads of new ideas as the pics will show. Everything from "Ark° umbrellas: for sharing" to "Arkucational retreats°". Why not? It's time to create a new kind of company and shake things up.

We also reaffirmed that the best way is to be a not for profit company

We also reaffirmed that the best way is to be a not for profit company. That way people can leave their cynical hats at the door and know that we're in this to spread a message through a product, not make money by attaching ourselves to a nice message. There'll still be haters. That's their problem. The money we make will be re-invested back into the movement to expand the product range and expand awareness of this 'little' movement going on. When we end up making big bucks some day, the plan's to set up a fund and use it toward high impact projects that focus on community and bringing back that all important connection in society. 

Now you may be thinking (in fact, if you read this far, congratulations, this is some rant) what does this all PRACTICALLY mean. If so then you are like our investors and Ronan's mother. Well, we now know how we want our tees designed (see juicy pics tomorrow. please vote) and are getting there on who our target market is (well it's really everyone but we don't have the money for geurrilla marketing strategies in Universities AND nursing homes). We're also researching into an upcoming Social Impact project where we teach kids the power of 'I Can'. This is at a very basic stage as Niall (the guy in charge) has decided to hop on a plane to Carnival in Rio at the last minute. If anyone would like Niall's job, please email: niallnolongerworkshere@arkhq.com...

So, that's about it. As you can see our office is ridiculously lovely and has many chairs just waiting for you to call in for a cup of tea. It's in the middle of Dublin so you've no excuse. Unless your Matthew and live in the Phillipines.

As always, hit us with feedback and comments. We're starting to get better at this whole kindness / business game.

If you made it this far. well done :)

Full post and lovely pics can be found at:

http://www.facebook.com/notes/ark/the-ark-strategy-for-global-domination-and-a-bad-drawing-of-a-cow/206294319986