Most company blogs are boring. As consumers, we definitely love brands–but their blogs? There are only a few that we can ever be bothered to actually revisit.
When we first started tossing around the idea of starting our own, we did a bit of soul-searching. Did we really have value to add, above and beyond the huge trove of information already available online? Or were we just perpetuating the hoarder heaven of never-ending content, all of it covering the same topics, only slightly rewritten, over and over again. How many articles on cricket flour protein bars can one company write?
At Exo, we’re obviously not averse to doing things that other people think are unusual or strange (read: totally crazy). So when we were contemplating how to make a blog that feels true to the company we’re building, we decided the blog should be different, too.
In our early blog conversations, one strategy that we found really useful for generating posts was to throw out a concept or theme by which to organize ideas. Somewhat inspired by magazines and quarterly journals, we started to think of posts in terms of distinct issues. And then we realized: why not let everyone in on the theme that inspired the posts?
It’s sort of like that classic “structure begets creativity” thing. It’s an experiment, for sure, and it might not work. Some posts will be totally straightforward, and others only loosely related to the overarching theme. But it really excites us, and we hope it excites you too.
So check back here for new themes of, and new posts in, the Exo Journal. They’ll range from Exo-specific investigations (“Why Did We Start With a Protein Bar?”) to informative posts on things you may not know, or thought you knew but don’t (how sushi took over America). We’ll pop in at the start of each issue to give a bit of context about what we were thinking and to set the scene for what’s to come. And if there’s a topic you really want to see us explore, tell us! We’ll read every comment.
We thought it fitting to kick things off with the theme “Beginnings.” Hopefully it doesn’t need too much explaining…
Greg and Gabi
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