Three crucial ingredients for leading a sustainable company


Edmire has been in business for about nine years now and we have had a blast doing what we love most: designing products and brands! Last year we decided to reassess what we really stand for. While defining a marketing strategy for our communication channels, we began to question why we do what we do. What is the meaning of our existence? What is our company’s purpose? This process was monumental for our company and team members. That’s why we wanted to share our journey and learning curves with you.

At that transitional moment we were in the midst of hiring new team members -as we are now too by the way- to expand our management, our brand design and our industrial design teams. As well as developing our ambitious crew we were also searching for a fitting marketing strategy and discussing our company’s future goals.

That’s when it struck me! There was something crucial I had been overlooking, something connecting Edmire with its clients and team members: a passion for changing the world in an innovative and sustainable way. I don’t believe in coincidence but in some subconscious way we had started to attract people with similar beliefs and similar ambitions. Opposites attract you say? Not in our case!

A passion for changing the world in an innovative and sustainable way, is connecting us with our clients and team members.

At that stage our company’s why-how-what, as Simon Sinek would say, became crystal clear. Edmire’s objective is to convince business leaders to change their course into a more sustainable one and help them fulfill their ambitions when it comes to the design of their products and sustainable systems.

In an attempt to make Simon proud, I also added Edmire’s Golden Circle.
WHY? We want to create a positive impact on society - HOW? By helping business leaders fulfill their sustainable ambitions - WHAT? We design attractive products and brands.


What did Edmire gain from this process? We identified why we exist as a company and defined our purpose. This comes in handy when:

  • explaining what we do to average Joe

  • creating ambassadors

  • staying on track

  • empowering our team and encouraging personal development while working towards our mutual goal

Recognizing our purpose brings us many unexpected extras too. We started to attract like-minded people, each with their own complementary skillset. By sharing our passion with other innovative minds, our company started to flourish on an entirely different level. From that moment onwards we decided to consciously focus on clients, colleagues, partners, ambassadors and friends who are on the same wavelength.

That’s when I realized that defining your purpose is about defining your team!