“Who gives a crap?” Well, Simon Griffiths certainly does, and that question has been the catalyst for one of the most unique and impactful business ventures in recent history.
Simon Griffiths – The Unconventional Entrepreneur
Simon Griffiths wasn’t your typical entrepreneur. Born in London and raised in Perth, Australia, Simon’s early life was marked by a classic middle-class upbringing. Yet, from a young age, he exhibited a streak of stubbornness and a knack for pushing boundaries—traits that would later define his approach to business.
Griffiths initially pursued a conventional path, studying engineering and finance, and even working as an investment banker. But something about the traditional career route didn’t sit well with him. Despite the lucrative nature of his job, Simon found himself deeply unhappy and unfulfilled. The stark contrast between his financial success and his personal dissatisfaction led him to question the purpose of business and the true meaning of success.
The Birth of an Idea and the Struggle to Innovate
The idea for Who Gives A Crap was born in what Simon describes as a “quarter-second business idea epiphany.” While staring at a pack of toilet paper, Simon had a sudden realization: what if they could sell toilet paper, use the profits to build toilets, and call the company “Who Gives A Crap”?
This was not just a business idea; it was a radical rethinking of capitalism itself. Simon believed that businesses could be a force for good, and that profit and purpose didn’t have to be mutually exclusive. However, this vision was met with significant skepticism. The name “Who Gives A Crap” was polarizing—some loved it, while others were put off by its irreverence.
Moreover, the concept of a business built around a social mission was still relatively new. Simon and his team had to navigate the challenges of convincing investors, customers, and even themselves that this unconventional approach could work. The real test came during their crowdfunding campaign in 2012, where Simon pledged to sit on a toilet until they raised $50,000. The stunt was grueling—50 hours on a toilet, with Simon hallucinating from sleep deprivation—but it worked. They hit their target and set the company on its path to success.
Building a Business with Purpose and Profit
Who Gives A Crap has grown exponentially since its inception. The company has donated over $10 million to sanitation projects in developing countries, staying true to its mission of ensuring that everyone has access to clean water and a toilet by 2050. The company’s business model—donating 50% of profits to their cause—has not only resonated with customers but also demonstrated that a business can be both profitable and socially responsible.
Simon’s journey is a testament to the power of stubbornness, creativity, and a deep-seated desire to make a difference. He has shown that by challenging the status quo and embracing unconventional ideas, it’s possible to create a business that does more than just make money—it changes lives.
Key Insights for Business Owners:
- Embrace Polarization: The best ideas often provoke strong reactions. If everyone loves your idea, it might be too safe. Don’t be afraid to lean into concepts that some people love and others might hate.
- Purpose-Driven Business: Incorporate a social mission into your business model. Today’s consumers are more likely to support companies that align with their values.
- Resilience and Adaptability: Entrepreneurship is about doing what has never been done before. Be prepared to navigate skepticism and unexpected challenges.
- Culture of Happiness: Focus on creating a work culture that optimizes for happiness. As Simon discovered, a happy workforce is more productive, resilient, and creative.
- Innovation in Crisis: The COVID-19 pandemic brought unprecedented challenges but also opportunities. The ability to pivot quickly and innovate under pressure can turn a crisis into a business opportunity.
Simon Griffiths’ story is more than just a business success; it’s a blueprint for how to harness business as a force for good. For any entrepreneur, his journey offers valuable lessons in resilience, innovation, and the importance of staying true to your mission.
Listen to the Podcast
Listen to an interview with Simon Giffiths:
Sources:
Change Happens with Simon Giffiths, Ep 45
CNN, “Who Gives A Crap toilet paper review: Our favorite recycled toilet paper”, April 17, 2024
AFR, “Why this CEO doesn’t like flying business class”, June 25, 2024
