Open MIN.D. The Anti-Launch.
We love Open. They march entirely to the beat of their own drum. They don’t set out to break rules - it comes quite naturally to them. When you meet Andy and Gerard it all becomes crystal clear – they have done the big corporation thing and will never go down that path again. Big corporations spend lots of money saying how much they love their customers, but they generally don’t. Open spend no money at all saying how much they love their customers, but they genuinely do. They are Swiss, so don’t expect Pegoretti-level warmth and hugs, but it is their code, and in how they communicate everyday with the world, and how truthful they are. Ask a straight question to Andy or Gerard and the answer is always unvarnished.
The Cult of Open
Open riders love Open and they equally love Andy and Gerard. The best cults never set to be a cult. There is never any polish or spin - they push all the fireworks into their ground-breaking bicycles. So, about a week ago, with no warning and no pre-amble Open’s long-awaited road bike called MIN.D. is launched. I say launched – I mean there is a polite ‘ahem’ from Andy and Gerard and then the information starts to trickle through. It was almost an anti-launch. It was the total opposite of what everyone does these days – overwrought, over-coordinated, social media-led neurotic, marketing bollocks. Death by inbound-data. Andy and Gerard simply coughed politely and then started an old fashioned conversation with those closest to them - their retailers and their fans (we are both). I, along with many of my clients was immediately gripped and engaged by what unfolded. I appreciated Gerard’s beguiling honesty from the outset -
"To be fair, there is not really a "need" for [MIN.D.], an UP, UPPER or WIDE does everything a road bike does. But if you are going to have separate bikes for your road and your gravel outings, you may as well make the road bike a pure road bike"
Imagine Apple or BMW launching a new product with that kind of fundamental truth and humility?