Soul & Surf is not a business designed to generate money. Honestly, there are a million easier ways to do that. It was started as an adventure, and a vehicle to give us access to the life that we wanted to live. We might not be changing the world, but if we can incrementally add a little bit of positivity, and inspire small but positive change then we’re happy with that.
Which might make it sound like we’re a bunch of clear-skinned, toned, Insta-perfect-muesli-knitting-hippy-vloggers. We’re not. We’re not very good at surfing, we don’t practice yoga enough, and we don’t get around to meditating as much as we should even though they all make us feel amazing.
Adventure or not though, the company grew from where it started to the point where Sofie & I didn’t always get to hang out with, and share our purpose and vision with, all of the teams in all of the locations. So we did some work to distil the reasons that it exists, and the why behind us getting up in the morning to go to work.
Essentially we captured in words everything that Soul & Surf is really about. And it looked a bit like a manifesto – so we tweaked it a bit until it was a manifesto.
We use it regularly now to check in on whether we are continuing to live this life and achieve this idea. And we figured it might be useful to some of you too.