THE FASTER LANE / TYLER BRÛLÉ
Everywhere I look
Have you taken a good look around your neighbourhood lately? And no, I don’t mean just a glance here and there. I’m talking about a real hard look and listen where you examine façades (buildings and locals alike), study the trees, tune into the birds and passing conversations and assess the traffic flow. If you’ve been taking the time to do this lately, what do you see? What do you hear? For sure you’re seeing too many facemasks either blowing around or plastered to the pavement. (Note to readers: if you remove your facemask after being in a shop or on a tram please ensure that you don’t just stuff it in your pocket as they have a sneaky way of jumping out.) Balconies and terraces are looking better than ever as many people have had extra time for pruning. No doubt it’s tricky to find a table at your local café as so many people are working from home or spending the holidays in the neighbourhood. Look a little closer and you’ll also see a host of little business opportunities.
When Monocle launched in 2007 we were just finding our groove when the markets collapsed and the financial sector (and more) went into meltdown. While it may not have been the best time to launch a global media enterprise we somehow managed to carve out our space on newsstands and found a voice that resonated with thousands who suddenly found themselves without their security passes to HSBC, Coutts, Deutsche Bank and many more. For many the period marked the start of a great career rethink that sparked the launch of hundreds of ventures that began to fill our pages and even spawned our audio series The Entrepreneurs and its print spin-off.
As I look around the streets that surround our HQ here in Zürich, there’s a certain sense of déjà vu. The circumstances might be radically different but the conversations are starting to sound similar to what I was hearing a decade ago. After the shock of lockdowns, being housebound, vid-con fatigue and the collapse of one’s biological calendar (yes, it’s almost August!), there’s now a shift to identifying where there are little openings or yawning gaps to launch new ventures. Some might be seeing massive opportunities that will demand hundreds of millions to get off the ground while others might have more modest yet still meaningful plans.
At Monocle we’ve used the past few months to ramp up our radio and will soon unveil a new digital project but simple interventions have transformed other parts of our business. The simple addition of a few more chairs and tables on a sunny stretch in front of our café hasn’t just added a few extra francs to our daily takings – it’s nearly tripled our business. Why? Is it because people want to congregate earlier to catch the morning’s first rays? Is it because it frames our part of the street? Or is it a happy accident that our location in a residential part of town means that we benefit from all the homeworkers? I’m still trying to decode exactly what we did to shift business upwards. Maybe we didn’t do anything at all and it’s simply the result of having a geographically confined customer base. Nevertheless, it’s made us think about how we’ll look at new locations and whether our efforts should be global or if there’s more opportunity to expand a bit closer to home in similar neighbourhoods. If you’re reading this and thinking (concerned!) that we’re going to become solely a F&B venture – worry not. This period has also revealed that there’s room to launch an elegant, intelligent new editorial extension over the coming months. More on this very soon.