A breakthrough moment for me was when I got a copy of The Comprehensive Design Principle by Douglas Tompkins, co-founder of Esprit. I had already been working at Armani for several years, developing every customer touchpoint for the new Armani Exchange brand, but this book gave me a whole new perspective on what I was doing and what my future could be.
When I first heard about the publication, I called up their headquarters and asked about it, saying how much I loved their brand. Without hesitation, they offered to send me a copy, absolutely free. Even on the phone, their reputation as refreshingly friendly and helpful was beaming through. Their image and vision permeated every aspect of their company. It’s been over 15 years, and I still remember that unusually delightful phone call.
While I had essentially been doing comprehensive design already, Esprit taught me how expansive and powerful it could be. And that it can apply to any element of any brand in any situation.
Kevin King
Principal, Motherhaus LLC
