Insights

Kelly Swallow Knows Who She Is

Watch this video. It is very short (7 seconds.) And that’s kinda the point I’m about to make.

Kelly Swallow makes chairs that make people smile.


To do Service with Boundaries well, you need to start off with a solid foundation. You have to know who you are. Who is Swallow? She’s the designer who makes chairs that make people smile. It is short, simple and direct.

In setting and sticking to her core DNA, Swallow’s entire business has a natural flow to the other two formula components: Listen to your customer… most of the time and You can’t improve what you don’t measure. Swallow knows generally what customers want and her customers trust her to design a chair that will delight them.

Finally, her measurement for success is simple and immediate; did the customer smile?