What Does The World Want?

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I read across this story about Moleskines at Notebookstories. The excerpt is pulled from The Revenge of Analog by David Sax :

During the summer of 1995, [Moleskine’s now-VP of Brand Equity and Communications Maria] Sebregondi was sailing off the coast of Tunisia on the yacht of her friend Fabio Rosciglione. He consulted with the distribution company Modo & Modo, owned by another friend, Francesco Franceschi, which distributed design items and T-shirts around Italy. One night over dinner, under a sky bursting with stars, Franceschi started to talk about what kind of products Modo & Modo could manufacture on its own, rather than importing the designs of others.

The conversation shifted to a question about who would buy those goods, and then to the changing nature of the world, which had just emerged from the Cold War into the heady dawn of globalization. International travel was not only less restricted but more accessible, thanks to low-cost airlines. Technology, including inexpensive cellular phones, websites and email, allowed independent thinkers to become entrepreneurs and pursue their dreams unbound by geography. Speaking late into the night, the three realized that a new global creative class was emerging, driven by curiosity and passion. Sebregondi proposed that Modo & Modo create a toolkit for this individual, whom she labelled a “Contemporary Nomad.”

Back in Italy, Sebregondi thought about what this nomad’s kit would hold. There would be a great bag, a versatile T-shirt, the perfect pen and maybe a utility knife. At the time, she was reading the book The Songlines by British travel writer Bruce Chatwin, an embodiment of her prototypical consumer. In one of the book’s essays, Chatwin wrote about his preferred notebooks, which he bought in a particular stationery shop in Paris. “In France, these notebooks are known as carnets moleskines,” Chatwin wrote, “‘moleskine,’ in this case, being its black oilcloth binding.” The last time he returned to Paris, Chatwin discovered, to his great horror, that the family firm in Tours that had made his beloved notebooks was now out of business and the carnets moleskines were no more.

A great bag, a versatile T-shirt, the perfect pen, a utility knife…and a notebook.

That is such a great description of an enterpreneur looking for a customer, getting a clear view of who they are, and figuring out what they need.

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