How Two Friends Built a $100 Million Company

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Step Three: Branding Isn't Just for Big Companies

Within a year or so, Method had fought its way to distribution in 800 stores--including shelf space in Target--and had secured enough capital to remain afloat. But Ryan and Lowry believed it wasn't enough to build a niche, green brand. They had the audacity to imagine Method outsmarting the big boys in the very field they had basically invented: brand building. But first Method’s founders had to woo one of their favorite designers to lend a hand. "The design goal is to reinvent the banal dish soap that looks like a relic of the 1950s and sits on every sink across the landscape of America," the founders wrote to Karim Rashid (pictured), a New York City-based design impresario. Though Rashid received about 15 unsolicited pitches a week, he liked Method’s boldness and the company’s concept. In 2001, Rashid agreed come aboard as Method's chief creative officer.