Not all words have the same power.

Not all words have the same power.

A decade ago I read a simple booklet from Gransfors Bruks Axe company.

Nothing clever.

Or fancy.


I could hear a human speak.

It is those words that have the power.

You know what to do.

Write those words.


Responsibility for the Total.

'What we take, how and what we make, what we waste, is, in fact, a question of ethics. We have an unlimited responsibility for the Total. A responsibility which we try to take, but do not always succeed in.

One part of this responsibility is the quality of the products and how many years the product will maintain its durability. To make a high-quality product is a way to pay respect and responsibility to the customer and the user of the product. A high-quality product, in the hands of those who have learned how to use it and how to look after it, will very likely be more durable.

This is good for the owner, the user. But this is good as well as part of a greater whole: increased durability means that we take less (decreased consumption of material and energy), that we need to produce less (gives us more time to do other things we think are important or enjoyable), destroy less (less waste).

One of the goals for Gränsfors Bruks is to make high quality durable products. As proof of this GUARANTEE goal, and to show that we have a responsibility for the product, Gränsfors Bruks gives a 20 Year Product Guarantee. An "AXE-GUARANTEE-CARD" is included in the AXE-BOOK which comes with every axe. A qualification for the guarantee is that the advice in the AXE-BOOK is followed."

David Hieatt

David Hieatt

Bankrupt at 16. Thrown out of college at 18. Joined Saatchi + Saatchi at 21. Started howies in 1995. Sold it to Timberland. Left. Started The Do Lectures. Started Hiut Denim Co.

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