Exclusion is a strategy

Pity the finance bros who want to rock “power vests.” The supply chain has dried up after the news dropped softly and without fanfare that Patagonia is no longer interested in selling co-branded apparel to corporate accounts in industries that aren’t aligned with their mission. Instead, they want to focus on selling to B Corporations or businesses that focus on community or the environment. The stance is on-brand for Patagonia, which is overtly political and includes this statement in its mission: “We’re in business to save our home planet.”

Organizations spend a lot of time defining who their customers are, but as I pointed out in a workshop I taught a couple of weeks ago, exclusion is a powerful strategy that can’t be overlooked. Every brand should understand who isn’t a fit for them, and who will never buy their products and services. The clarity that comes from knowing who you want to exclude can improve your focus on the customers you care about – the ones that are aligned with your brand.