Burton...

Jake Burton's opening words in their 2007-2008 catalog:

"There was one day this past season that I don't think I'll ever forget. On the eve of Valentine's day it started dumping in Vermont, and it didn't stop until over 4 feet of snow had piled up in Stowe in just 24 hours. We had had somewhat of a dry winter up until that point, but everything changed in one day.

It was pure luck that months earlier I had booked the Stone Hut on top of Mt Mansfield for that night. The Stone Hut is a cabin just above the top chair lift. It's got a bunch of bunks and a wood stove, but no electricity or toilets. I've been up there a bunch, but the purpose of this trip was to get the Burton management team together for a night of fun and discussions around a few topics, followed by a day of riding.

One of the things we talked about most was the impact of all the growth and success we've had in our company and our sport. We all agreed that is cool for snowboarding to grow. Without the growth we wouldn't have the constant improvement in product, the R&D budget, or Chill. At the same time we can't loose sight of what made snowboarding and Burton happen in the beginning.

After late night partying, a solid hike, and a good night's sleep, we woke up to over a foot of fresh (with 3 more feet to come) and it was snowing about as hard as it ever does around here. We got the first runs of anybody on the mountain and continued to ride fresh line after fresh line. After 3 or 4 runs we'd go back to the same spot and our tracks would be completely buried. It just doesn't get better than it was that day. Everything all of us do comes to fruition on a day like this - all the R&D, the testing, round tables, the trade shows, meetings, hours spent in aiport security lines - we do it all for a day like this when the snow is filling in your tracks run after run.

We closed the Vermont office and factory the next day so everyone could get out and enjoy the epic storm. It was a mad rush to the demo closet to get every Malolo, Fish and Supermodel. The only emails that were sent were those to friends, co-workers, or team riders in other places, rubbing in the fact the best snow in the world was right here and right now.

I've been lucky enough to ride on 6 continents, in the all kinds of conditions, with some best riders of the world. But this freak storm and this unforgottable day in my own backyard with a bunch of good friends. That's what snowboarding is all about ... the magic it brings to an ordinary day at home."


The founder and the leader of one industry... not a hint of arrogance, totally loayal to the original "idea" but still sticking his feet solidly to raw ground of biz realities in one (I guess) pretty brutally competed industry - a winning formula which is so often forgotten with lack of true humbleness in front of the ones who eventually pay everybody's wages - the customers.




Typically, despite of how much the companies claim that "You as customer come first" the people inside companies eventually always think they know better what the customer wants ?
As biz environment Internet is interesting since never in history before it has been so easy to just vote on your feet if you don't get what you wanted - Internet is the culmination of consumer power ?

Another interesting idea raised from the story is that how typical it would be in a "standard" company to just recruit basically any VP to management team with good track record but absolutely no soul for the "idea" ... and he/she would definately NOT be happy with this ?

"... a bunch of bunks and a wood stove, but no electricity or toilets. I've been up there a bunch, but the purpose of this trip was to get the Burton management team together for a night of fun and discussions around a few topics, followed by a day of riding." ;o))

Well, OK - is that essential in case of Burton ? Yep it is ... this is what most of their customers would die for if it would result Experinces. Genuine passion results exceptionality&totality which results leadership which results success.