This is not our first rodeo. We’ve built two other profitable agency businesses. When it was time to start Humane Club, no more was it about simply earning a livelihood. We wanted to build what we wanted to do for the rest of our lives.
Here we articulate— not something highfalutin; instead, everyday things that address everyday daily necessities with elegance and freedom.
– Dhara and Ritvvij
You’ve put in the work to build up our expertise, skills, and credibility in one field.
We are not like Venture Capital (VC) funded products that are just there to make a financial profit. If they stop making profit, they get arbitrarily killed (remember Google Reader), get acquired (remember Posterous, Nuzzel), or go out of fashion (remember Orkut).
You’ve built up credibility over decades and
Problem: It is common for people to stand out online for the sake of it. Influencers showcase their latest fast fashion. People eat Instagram-friendly food. While chasing the latest trend might be gratifying, in the long term, it is shallow and hollow.
Solution: It is extremely difficult to come up with a product that is completely new and unique. It is advisable to think of a concept that your audience is already familiar with and a product your audience considers ‘normal’ and attempt to improve it. The improvement will make it a ‘super normal’ product. In fact, the most important products in our lives aren’t the ones that stand out but the ones that get the least attention, but it would be impossible to live without them.
Amazon follows something similar.
The best writers do not ghost write. The best builders do not rehash white labeled generics. The best researchers publish papers. The best bootstrapped entrepreneurs do not go about distributing their equity. You wear your work on your sleeve.
Let’s say two books are produced at ₹50 per copy. Yet some books will sell at a price of ₹100 and others will be at ₹400. The difference is, what is the customer’s willingness to pay (WTP).
Media will raise your customer’s willingness to pay. Here’s how:
You are comfortable in your skin:
You’re here for the long term. Given that, you see the benefit in being part of a community and being civic-minded.
Problem: However, products that profit from advertisements use persuasive technologies — algorithms and notifications — to mold your behavior, opinions, and attitudes to meet their company objectives. You keep returning to their platform and spending more time out of FOMO or by driving you into echo chambers. This does long-term harm to you, your children, your business, and your civic information space.
Solution: But life doesn’t happen in an app but outside. So Humane Products want you to get the job done as soon as possible and exit. Additionally, they recognize that life can be stressful, and hence they often build gratitude right in.
“Yeah, but I have something he’ll never have: Enough.”Joseph Heller, American novelist and the author of Catch-22.
The essence of maintaining work-life balance, enjoying what you do, and building a sustainable operation is having a sense of this is enough — from a sense of satisfaction.
Examples of People Like Us
We keep searching for products that look Humane, hear Humane, or feel Humane.
Below are ideas and products that best exemplify these ideas.