THE MAGIC BIKE COMPANY

Sure, profit is important, but 'sell more stuff we already have at greater margins' is hardly an idea that will set the world on fire. And setting the world on fire is why we're here, it is why we get up in the morning. Maybe not the whole world, but our own little corner of the world, for sure. This might sound corny, but the best companies, products, and brands never forget a simple truth: Though we all need to pay the bills, we also need life to feel magical and wondrous at the same time. And that's where the real long term value lies. Hugh MacLeod at gapingvoid art... Innovation is not just about making products that will deliver value to customers. It is also about ensuring that we can deliver that value in a sustainable way. You cannot sell products at a loss and then make it up in volume. Sustainable traction means that our products pay for their own existence. As such, we have to ensure that customers are willing to pay sufficient amounts to cover the cost of value creation..