Up to a few weeks ago my stereotype image, probably influenced by background in mechanical engineering, of an entrepreneur starting a company was somebody that has a brilliant idea that could disrupt a market and strives for a “blue ocean” strategy, potentially something Aileen Lee would describe as a unicorn.

A few weeks ago, I started a group work with some classmates for a course I was taking at SSE. It turned out that one of them, Matilda, was actually 6 months in to the journey of starting a company called bSaka (you can visit their website here bSaka). I immediately though she was some kind of Swedish version of Mark Zuckerberg but this was not the case: the company goal is to help people live a life of harmony and happiness and it does this through the commercialization of clothes. These clothes are designed to support people during meditation activities such as yoga and are manufactured with a strong concern for sustainability. All this sounded great but I was still skeptical about the potential of such a company: Where was the disruptive technology? Where was the app? How can you compete with companies like Zara or Nike? What is better in them compared to incumbent players?

Recently the company held a start-up launching event and a new product was launched so I got to hear the story behind the company and the reasons that pushed this group of friends to engage in such a tough venture. Matilda had gone though some rough times that she had overcome through meditation and yoga. She found out that with a more harmonic and less frenetic life she was feeling much better, there company’s goal is to support people in this journey of self-awareness. Matilda speech was quite impressive and you could feel the inner motivation, there I realized that being an entrepreneur does not necessarily mean being original and having a disruptive technology to leverage but is mostly about trying to be good at what you do and passionate about it.

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4 Thoughts on ““Don’t try to be original, just try to be good.” — Paul Rand, Graphic Designer

  1. ahujamoh on May 1, 2017 at 1:56 am said:

    Thanks for providing the website, I just browsed through the images. At the current moment, it does not give a reflection that it helps in meditation(the pictures seem to be taken in some cafe), can you maybe share a bit more of how they might be able to help in meditation (in case you had the same question as well).

    • Franco Brenni on May 1, 2017 at 11:33 am said:

      Well I guess meditation is something quite personal and not easy to transmit, they ingage to improve life quality and have a more balanced lifestyle. I am not an expert but I think meditation is something that people should carry on where they feel better (this might include a cafe)…
      Personally I was not really focusing on the message bsaka carries on but more on the technical entrepreneurial aspect. I think it is important to understand that despite the buzz created around words like “app”, “advertising” and “social media” there are people that still target everyday basic needs (such as having a better lifestyle). It might be tempting to try to be a unicorn but there are many ways to start a business.

      p.s. short update: in the meantime they started a KS campaign, check it out! https://www.kickstarter.com/projects/bsaka/bsaka-mindful-organic-and-luxurious-clothes

  2. Liao Zhang on May 5, 2017 at 3:14 pm said:

    I think the idea behind bSaka is great. Nowadays the pace of life is very fast and we sometimes ignore the quality of life, especially those young people who are struggle in working in China. And I think the key point of bSaka is to encourage people to live happier and more comfortable. I like the idea and I think it has a huge potential.

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