Running a business on a belief system works.
A good example is Dove. The brand challenged the widespread belief held by major beauty companies and advertisements that equate beauty with youth, often portraited by “no lines” or “gray hair”. Dove took a stand against this belief not because they weren't able to compete with the beauty giants, but because they fundamentally disagreed with it.
Instead of singing “beauty means youth”, they challenged the belief by featuring and celebrating real women of all ages, sizes, and backgrounds.
Some people want to maintain their appearance without wrinkles or gray hair, while others celebrate their genuine selves.
Like all remarkable businesses, since Dove isn’t here for everyone, it’s more likely for them to succeed by serving those who align with their belief and what they stand for.
