Sometimes you gotta eat your own words, and today is one of those times. We believe in a tougher way of life and most brands are (or were) at odds with that. For instance: Whole Foods.
I used to say in marketing meetings that we are NOT catering to holier-than-thou-dudes at Whole Foods sipping soy lattes wearing lululemon looking for farm fresh raw vegan oat milk and other twelve syllable solutions. These are NOT our people, we choose the harder path, said with a SMILE!
Well, fast forward to last year, and our new office is right next to Whole Foods. I now find myself there almost daily, picking up lunch PB&J supplies and stuff for dinner whenever that’s on the honey-do-list and this saves me a lot of time and even some gas and I like the food there, every meal of which lets me eat my own words, too. The longer I live, the easier it is to stay humble.
My Whole Foods routine
So it’s lunchtime and we’ve got Metallica blasting in the parking lot through a full sweat. Drink some water or die then change into my best Whole Foods attire (TriblendX polo) and keep my badass training shorts on -- they’ll dry in no time and are versatile from thrasher Metallica at Scars to Whole Foods playing Taylor Swift on loop and I have my empty ruck on my back to help save the planet one plastic bag at a time that I don’t use. If you didn’t know any better, you’d say that I blend in just fine! But … notably absent: lululemon spandex and soy lattes. Still NOT there. I go with GORUCK’s Training shorts and you can keep the lattes, too.
Rule #1 - Always Look Cool. Especially when you gotta eat your own words :)
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