Insights: Truls Brataas on Db's transformation from start up to global travel brand
An inspirational Creative Exchange session with the engineer and Db founder.
Insights is my new Looking Sideways section, exclusively for my paid subscribing community.
It’s an absolute treasure trove of the - well - insights and wisdom imparted by over 250 Looking Sideways guests; as well as from the 25 plus years I’ve been pissing about for a living as a journalist, author, podcaster, business owner, mentor and speaker.
It’s where you’ll find exclusive blogs, podcasts, video chats, guest posts and articles all geared towards answering that two fundamental questions:
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The notion of the visionary founder is the most ubiquitous of modern tropes.
It is also, particularly in the age of the brolicarchy, one of the most harmful, as one glance at the madness that unfolds on LinkedIn on the average day will demonstrate.
And in a way the idea that the founder is fuelled by a weird diet, 4am starts and a particularly itchy social media trigger-finger reminds me of another toxic stereotype - the myth of the anointed creative.
Both rely on this idea that these roles are only open to a particular type of borderline toxic gunslinger, operating slightly outside the margins of society.
This is, of course, total nonsense. Just as creativity is just a habit that is available to anybody; so to do founders come in all shapes, sizes and temperaments.
I was reminded of this during my recent Creative Exchange video discussion with Db founder Truls Brataas, which I am sharing today.
Because Truls’ tale is a much-needed reminder that kindness, gentleness, and a constant striving for evolution are equally valid foundations when it comes to running a successful, visionary company.
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That’s why, if you’ve ever wondered what it takes to run your own company, harbour ambitions to begin something yourself, or have launched your own start-up, my conversation with Truls is a must-watch (especially if you have ever uttered the fateful words “We want to be the next Patagonia” when describing your venture).
Truls’ story of how he steered Db from plucky winter sports start-up, to renowned global luggage brand, is the perfect demonstration of the value of doing things with care, and on your own terms.
Among other things, we discussed:
How a chance meeting with Jon Olsen in the surf led to the formation of the brand.
Why dyslexia has been Truls’ ‘superpower’.
How an intimate, empathetic immersion in different subculture has been key when it comes to Db’s product innovation.
The value of a rigorous recruitment process to create the company culture you want.
Why changing the brand’s name came at a crucial time in Db’s history.
Why the recent investment from LVMH Luxury Ventures Fund will help take Db to the next level.
Watch our conversation below:
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