A Promise
What I'd tell you if we were shaking hands.
An interviewer recently asked me, What do you promise that other products or companies in the market can’t?
I co-founded my first company, ROAD iD, with my dad 26 years ago. DOG iD officially launched 4 years ago. In all that time, I don’t remember anyone asking me that question, in that way.
I’ve had plenty of opportunities to talk about why I believe we make the world’s best dog products. In fact, our stated goal is to create the gear that is the yardstick by which all other dog gear is measured.
That sounds a little lofty, I know. And, even though it kinda sounds like something a person might say right before donning a sport coat and using the word “synergy,” we really do mean it.
I could quickly list all the design decisions we make to build better products. I could rattle off the features we obsess over, the materials we choose, the engraving we stand behind, and the little details that make our gear safer, tougher, quieter, and better looking.
Those qualities are worthy, and I'm proud of all of them.
But a Promise?
I wasn't sure any of them answered what we promise that no one else can.
As I began to craft my response, my mind went straight to you, our customer.
Specifically, I thought: What would I promise you if we were standing face to face? What would I say if I was looking you in the eye, shaking your hand?
The answer came faster than I expected.
We Promise To Be Better Than You Expect
Better than you expect. (I typed that twice for extra effect.)
From there, the words flowed easily.
Our product quality is going to surprise you. Our customer service is going to knock your socks off. And we promise to always be a company of real people who are hardwired to do the right thing. We’re going to prove it by backing our products with real guarantees, like engraving that’s guaranteed for life and our If you don’t love it, you don’t pay for it policy. We’re going to offer free returns. We’re going to donate a portion of every order to charity, not because philanthropy gives us a clever marketing angle, but because we believe it’s the right thing to do. And, if something goes sideways, we’re going to make it right.
The words came easily because they were true. That is exactly what I would say if I had the opportunity to shake your hand.
Better than you expect. It’s a promise worthy of the DOG iD brand. It’s a promise we have no problem making. It’s a promise we can keep.
I truly hope you find that we’re living up to it.
A Question For You
What’s an experience you’ve had recently that was better than you expected?
It could be the service you received at a local restaurant, the quality of a product you purchased online, a conversation you had with a co-worker, or a family trip that surprised you in the best possible way.
I really want to know. Your answer may inspire us to be even better.
Email me at EdwardW@dogid.com and let me know. I read every response, and so does our team.
Thanks for reading. Thanks for loving your dog like crazy. And thanks for letting us be a tiny part of your pack.
Cheers,
Edward Wimmer
Founder and Inventor @ DOG iD
