Wednesday, July 6, 2022

Interview With GollyGoose’s Founder, Eddie BenAbraham

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1- Hello Eddie, can you please tell us a bit about you?

A proud father to two amazing boys who are my personal life-coach, almost 10 years now. I take parenthood very seriously because our future generation depends on our love and guidance.

Early on I discovered parallels between raising children and caring for clients. I now look back laughing because children, are the toughest customers but they are not always right, right?  

In the 90s I held various positions in retail, manufacturing, transportation, wholesale and service. In 2001, After three years of operating an electrical journeyman firm, I entered the digital world. My beloved partner and I started an online furniture business. It grew well and provided us with tremendous sums of knowledge and experience. After the 2007 economic slump, it was time to hop on a new path. I was fortunate to have the wide range of work experience and during the few years of reflection that followed, I started planning the development of GollyGoose.

2- What are your focus areas and why?

Companies and consumers are two different “types of humans”, with that in mind; my focus was to find ways to create an environment or “ecosystem”, where both companies and consumers can have a symbiotic relationship. Instead of having companies invest in “hunting” clients, find ways to help them live and grow to benefit one another. And even more pressing, heal our planet in the process.

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I want to see companies and organizations develop character just like people do. The three values: Transparency, Integrity and Compassion, are what I believe to be the essential ingredients when developing a company’s character.  

3- In few words, how would you describe “Compassionate marketing”?

First, I want to differentiate compassion from remorse, they are not the same. Remorse evokes sorrow and helplessness, where compassion on the other hand, permeates love, empowers the individual and it is very very “contagious”.

Including compassionate-actions to a marketing strategy, self-serve the idea that consumers are more likely to buy from a company which has good character. When I see a company that’s engaged in compassionate-actions, I know their product and service will be a smart buy because my purchase, will help them contribute more.   

4- Where do you think it will make an impact?

Great question, I think it will make a tremendous impact and in more ways a few words will describe. The concept is relatively new and for that reason, it will take time to take shape. My vision is to live in society that thrives on compassionate actions but to get there, we first must take small and responsible steps.

There are companies with a mission like clean the ocean, help build tiny homes for the homeless, provide free health services to remote villages in dire straits, help protect wild animals, the list is long and the impact is noticeable. We must do more, educate and guide people about how compassionate actions can be an integral part of our daily life.

5- Do you think “Integrity” is an essential part of the game?

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Absolutely, I speak about the three essential values and Integrity, is the second in line. Imagine co-owning a business with a partner who has low integrity. Do you think your partnership will thrive? It might at first, for a short period, but as you discover more about your partner’s character, you know it will be a short ride.   

6- What does the word “Transparency” really means to you?

I think we are years away from the level of transparency I envision. There are numerous legal and cultural challenges standing in the way.  However, we have plenty to work with, for example, and I think I speak for many when I say, we want to see absolute transparency in types of ingredients companies use in making their products. Are the methods of production safe for the environment or perhaps benefits it?

7- How do you see the future of marketing in the next 10 years?

10 years is a long-shot, but what I can tell you is, that compassion, integrity and transparency will be at the core of any marketing strategy. When I first started online marketing I observed a 3-5 month cycles in the methods we used to promote our websites. That cycle still exists today as it did in 2003 or 2010.  I don’t think anyone knows exactly what the future of marketing will be like, because our projection is based on linear thinking and in reality, things shift and turn in ways we do not necessarily expect. We owe this to the exponential growth in the fields of science and its companion our spiritual growth, but that’s good for another discussion.   

8- Do you find as an expert, that you enjoy the challenge of an industry being complex and the game rules are always changing?

I would be drawn to other fields had it been slow and stagnant from lack of change or advancement. I enjoy it very much yes.

9- What are you most excited about at the moment?

The new year is days away and for me, this coming year (2019) represents much of what I’ve been working towards. We launched GollyGoose in November 2017 and in a few weeks, we expect to complete the second phase of our plan – Coll8ctive. Seeing them both born into reality is very similar to parenthood, proud and excited.  

10- The last word or final thoughts?

There is a lot of work ahead and today, after a year since GollyGoose was launched, I can confidently say that what we’ve built thus far, will help shape a better future for us.

I know it will take time, it will be difficult to fit the new concepts into an old paradigme which so many are used to. Even though we are faced with resistance, one must realise that time is of the essence. We have one Earth and if we don’t act now, it might be too late.

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Noelle Elia
Noelle Elia
is a Financial analyst at PSPC. Graduated from Telfer School of Management, Finance/Accounting with interest to Entrepreneurship and New Media.
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