Inspirational Owners: March 2007

Strida

Strida is a distinctive folding bicycle recognized for its leading-edge design. The company released its first model in 1989 and have been winning the hearts of riders ever since. Strida Managing Director, Steedman Bass, shares his thoughts with Lovemarks.com on Strida and what it takes to make a great bike.

Lovemarks: Strida, as we’ve seen, is a Lovemark of many. Why do think consumers love your product?

Steedman Bass: Strida offers jaw-dropping functionality as a simple and fun folding bicycle. That, and we back the Strida to the ends of the earth.

LM: What does a bike have to be to achieve Lovemark status?

SB: Great service. Our customer service team, headed by Debbie Gillespie, answers all calls in person, provides 6-hour response to all emails received, and ships all orders within 6-business hours.

LM: Lovemarks is premised on the Love/Respect Axis and attaining both High Love and High Respect. How do you relate this idea to the way Strida works from day to day?

SB: Everything the company does is geared towards customer satisfaction and there’s where I think Strida achieves Love and Respect. I have used the Strida near-daily for 8 years. As Managing Director, I have tried to ensure that every customer is shipped a bike whose quality and performance exceeds their expectations. To that end, I personally test ride every bicycle before it’s shipped.

LM: Lovemarks recognizes that the senses are portals to emotions. Can you identify how one of the five senses – or a combination or interplay of more than one – connects most strongly with your product or service?

SB: The Strida is a rolling design icon. It’s turned up in Hollywood movies (Antitrust) and French museums (George Pompidou, Paris). But the sense we focus most on is sound -silence. A silent bike creates a happy owner.

LM: Attributes associated with design, innovation and resilient sustainability are a part of the evolution from trademarks to brands to Lovemarks. How highly do you rate these attributes and why?

SB: The Strida’s design innovation is focused on radical simplicity. A standard bike will have upward of 400+ parts. The Strida has approximately 130. Any engineer knows taking parts out of a product is much more difficult than adding new ones. Simplicity means low-maintenance, lightweight and visual appeal. For this accomplishment, inventor Mark Sanders deserves accolades.

LM: In your opinion, what can a brand do to be inspirational?

SB: Respect the customer. Apple computer and Toyota come to mind in that department.

LM: Name 5 of your Lovemarks.

SB: Leatherman, Wovel, Mozilla Firefox, Patagonia and Strida (of course!).