The places that call to me never seem to found with a quick search. It's only after delving into a subject that I begin to find those kinds of people and businesses I like the best. They're usually bull-headed folks, people who figured that the best the world was offering wasn't the best it could be, and they set about making something better.
Chambers stoves, the .17 HMR, T-rex burners, Rolex watches, Eaton compressors, Raven Concealment holsters; all of these are high quality brands in their line of work. Some are recognizable to the layman, some are only known to small groups who depend on these tools for their livelihood, and in some cases, their lives.
I've always felt the call to own these things, not only to use them but to participate in the elevation of whatever trade I was engaged in at the time.
It has been validation to me to discover each one of these brands, to realize that someone out there gave enough of a damn that they stopped doing whatever chickenshit job they were using to put money on the table and threw in what they had to make the world a better place.
It's what makes owning and running a business so important to me, that ability to run your own show, to decide how to elevate the world through your arena.
Seen in that light, running a business is a gift, an opportunity, and not just a machine for generating green paper. It's that too, and that green paper allows me to participate in other realms of excellence. After many many years of buying into and supporting other dreams I can see that, having created my own, it's equally pleasurable to both procure and to produce great products With that preface, what have we decided to elevate with Paleo Treats?
What has been important enough to us to risk another bankruptcy, to take most of our income and pour it into a cookie company, to deny ourselves immediate access to the fruits of our current labor? The first thing that comes to mind is the same general concept that must have inspired those other companies and owners; to create another beacon of excellence, that whatever it is we do, if we do it well enough it will be worth it in and of itself.
More concretely, to build a community worth being a part of, to showcase our love for driving hard, to express our creative sides whether it's through writing, graphic design, or superb cookies and other Paleo Treats, to find a new way to make a living.
How will we know when we've achieved that? What can we hold up as proof? Let's shift gears for a sentence or two in order to lay out a beginning.
Glowing green lines of bioluminescence flow off the side of the ship into inky black water. The wind in my hair and the heavy throb of engines with every turn of the shaft transmit proof of movement through the shaking steel deck. Tilting back my head I see the dark firmament above patterned in points of light. Shooting stars etch the sky with fading brushmarks, odd proof of our travel through space and collision with otherworld messengers.
We are surrounded by proof, it permeates not just our reality but our reckoning of it. We look for confirmation in all we do. Are these products good enough? Did I run hard enough? Lift enough? Love enough? How will I know? Is there any proof other than in the repeated use of something to show its value, it's worth, its utility to others?
This question of use, of utility, is one that is answered within its own realm. To move beyond the the world of simple utility requires other questions, other measures of success. Aesthetics, feel, the very soul of the enterprise, all these contribute in immeasurable yet critical ways to the success of the being.
Whether a marriage, a job, or one small cookie, a worthwhile entity must justify its survival by answering emphatically "yes" not just to utility but to beauty. While old truth lies in form following function, the two are intertwined and serve not one or the other but a higher purpose, that of beautiful utility for its own sake.
This idea of beautiful utility is what we draw upon when we create something worthwhile. Whether discussing how to bake a cookie, how to lay out a website, or how to create a community we constantly refer back to the idea of beautiful utility.
Inherent in the idea of beautiful utility is proof of worth; if a thing is beautiful and it is useful it has worth, has value. Answering the questions of aesthetics and efficacy is at the core of our mission, from there develops compounding layers of quality, of service, of excellence.
This, then, is the mission of Paleo Treats: To provide proof of existence through beautiful utility. This is what we do. This is our proof.
Too much reading...
How about dessert?