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"The reason why I can produce beautiful sweatshirts with tons of needlework and paneling and gussets, and custom hardware, is because I’m investing way, way more into my product than my competitors are."

The "Greatest Hoodie Ever" is a bold claim. But American Giant makes a case for itself.

"[The challenge] is getting communities and getting companies to truly keep pace with every single individual because this"—she waved her iPhone—"is enabling them," she said. "If you want to keep the next generation and if you want them to be united, you have to see this is how they live. You have to blow up all your existing policies—everything!—and rebuild them around this."
This summer, we asked Burberry CEO Angela Ahrendts about her company’s greatest challenge. That her first thought was to compare Burberry’s hurdles with that of Apple’s is telling. Today, Apple named Ahrendts as the company’s new senior vice president of retail.

"[The challenge] is getting communities and getting companies to truly keep pace with every single individual because this"—she waved her iPhone—"is enabling them," she said. "If you want to keep the next generation and if you want them to be united, you have to see this is how they live. You have to blow up all your existing policies—everything!—and rebuild them around this."

This summer, we asked Burberry CEO Angela Ahrendts about her company’s greatest challenge. That her first thought was to compare Burberry’s hurdles with that of Apple’s is telling. 

Today, Apple named Ahrendts as the company’s new senior vice president of retail.

Let’s get this out of the way: Betabrand calls its synthetic fleece Vagisoft. Yes, it’s material named after a woman’s privates. And yes, cofounder Chris Lindland is aware of the product’s Beavis & Butthead-ness and occasionally fields complaints from people who aren’t comfortable with the concept—despite the fact that Betabrand markets the resulting garments as “so ineffably comfy, test subjects had to be removed from them with the Jaws of Life.”

The surprising market for a fleece named after ladyparts

If the work you’re promoting on social media isn’t getting enough traction to build a customer base, the answer is seldom that you need to promote it more. What it probably means is that you need to do better work—or at least refocus that work to be more valuable to its intended audience.

The key to great work? More doing, less promoting.