Challenging assumptions

How do we solve the most pressing social and business problems of the 21st Century? 

To many it seems the problems of the 21st Century challenge our existence and ability to create responsible economic development. The public and private sector increasingly seek to address pressing social concerns through product, service, and business model innovation. How does meaningful innovation begin? Some of the most impact organizations in the global economy begin (and sustain) innovation by challenging assumptions taken for granted. 

At TERSUS we ask -- is there an alternative to water in manufacturing and processing textiles? Companies in every sector of the economy are also challenging long-held assumptions. The results: organizations create unique value for their customers and partners while resolving pressing social issues. TERSUS has found, and other companies might agree, that challenging traditional inputs and business models provides unique opportunities to enhance revenue and market leadership.

You can find companies in every sector of the economy creating unique value by challenging the assumptions held at the center of their business model or industry. Just a few examples reveal the breadth of creativity emerging in customer engagement, marketing, and product development: 

REI -- #OptOutside campaign encourages consumers not to shop on Black Friday by closing stores so employees can live the company mission (a life of outdoor adventure).

Patagonia -- "Don't buy this jacket.The campaign invites consumers to question their buying habits in order to inspire action around the environmental crisis. 

Rent the Runway -- plans for 2016 growth taps into the sharing economy ethos to help consumers more efficiently access products. 

Theranos -- uses its unique partnership with Walgreens to push healthcare into the hands of individuals and empower them to take charge of their health. 

Each of these companies shares a pursuit of purpose, empowers their customers, learns and adapts to new market demands, while creating an impact that is measured both in dollars and intangible value to individuals and communities. Drive toward purpose, empowerment, learning, and impact results from questioning assumptions that we have taken for granted. This challenge results in new revenue opportunities and enhanced market leadership. In each of mission or campaign, these companies find ways, some seemingly counter-intuitive, to positiviely redefine their relationship with the customer, the market, and their communities. 

The TERSUS challenge asks -- is there an alternative to water manufacturing and processing textiles? If so, what does it look like when TERSUS enables organizations to redefine the relationship between water and textiles? 

Brand Apparel -- companies improve manufacturing efficiency, decrease its environmental burden, and improve product quality/lifespan. Retail companies launch new service models and engage customers in new ways. 

Military -- TERSUS could reduce supply chain risks related to water supply into and out of forward operating bases, saving taxpayer money on the high fully-burdened cost of water in the field. 

Industrial Laundry -- TERSUS immediately ameliorates competition between communities and businesses for water resources in California, Teas, and other global markets strained by access to clean water. TERSUS extends garment life, improving margins and customer satisfaction. 

With our partners, TERSUS aims to redefine the relationship between textiles and water. Our vision of using the appropriate chemistry and technology to manufacture the highest quality fabrics and longest performing garments is only achieved by questioning if there is an alternative to water.

What vision for the 21st century drives you and what assumptions will you challenge to get there?