Innovation

The innovation of Rivendell Bicycle Works (RBW) was the establishment of a new model of operation in a longstanding industry dominated by a few very large companies. The innovation involved a new conceptualization of the purpose of bicycles and bicycle riding, relationships amongst employees, and relationships with customers and related businesses. Instead of basing business around analysis of trends and what might sell best (and in the mainstream bicycle industry, there are an endless stream of new models, fancy materials with skyrocketing prices), RBW designed itself and its products from core values regarding the place of bicycles in our society and bicycling history. Their's is an emphasis on accessible use of bicycles that become a part of everyday activities and that are available to people in many walks of life. RBW bicycles are designed to carry things, to be comfortable, and to be used in daily life without special clothes or shoes. Their bikes are designed to support racks, baskets and bags in daily life and transport.

History is part of this innovation at RBW. RBW bikes hearken to proven materials (steel), methods of production (a traditional method of joining, known as brazing), and safety (for example, sensible brakes and wide tires), with a mind toward longevity and elegance, and bikes that an average rider can understand and operate. The innovation also extends to how business is done. There is networking with suppliers, large and small, who share values and missions and are willing to produce products that are durable and usable. This is done in an atmosphere of integrity, solid customer service, and standing by product quality. Work is designed so as to attract people who share RBW values, combining mission and meaning, communication, and connection.

Inspiration

It was remarkable in talking with RBW founder Grant Peterson how these innovations came to be. These innovations in part reflect his childhood and adult experiences, awareness of core life values and themes, important relationships, and personality characteristics. There were many stories about resistance to fitting in and doing things “off the popular track” while being given latitude and support. There were childhood stories about hunting and fishing, and being shown confidence by parents. There were adult stories about first jobs in the bicycle industry and being given latitude by a company headquartered in Japan which again showed trust and gave support. All of these experiences were described by Grant as allowing him to go beyond his skill set. Throughout our interview there were references to inspiration and core values. Digging heels in, sticking to what one likes, innovating and not having your values determined by markets came up again and again. Grant cited a Bob Dylan lyric “I ain’t hauling any of my lambs to the marketplace anymore” that he thinks about everyday.

The innovation that is RBW emerged from a confluence of factors, combined with Grant seeing that he would not be able in his prior position to compete with the larger companies of the bicycle industry by selling similar products. He cited that more and more of his prior work did not seem like his own and in the end, he felt “forced” to do something new.

Overall impact

Like many innovative businesses which meet one or more of the UN Sustainable Development Goals, Grant discussed human interactions. With customers, this includes being straightforward and “not lying about stuff.” An example is the changing nature of materials used in bicycles such as use of carbon fiber frames and forks, a change derived from bicycle racing. Grant has extensive communications on the RBW website about the drawbacks and even risks of this material for daily cyclists. There are similar discussions about other higher tech components (e.g. click in pedals requiring special shoes). With employees and other businesses, there is emphasis on work reflecting a mission and work activities giving people a sense of meaning. There are opportunities to help design products. Companies, such as a small shop in Connecticut working with canvas, to make a world class line of bike bags. In this day of order on line (and one can do that at www.rivbike.com) considerable emphasis is given to live interactions. Employees are known to the customer base and there can be meaningful discussion about the appropriateness of this or that part. There are on-line and live networks of RBW customers and fans who regularly communicate about bicycles but also, surprisingly, on other life and health issues.

Business benefit

The business model and products of RBW are the business and it is difficult to imagine RBW apart from the integration of the product, ideological and psychosocial factors discussed above. While effects on society or environment cannot be directly measured, there is now a business over 20 years old which employs 13 people directly, plus others in related businesses who sell to RBW (e.g. bag makers, frame builders).

Social and environmental benefit

Imitation is the sincerest form of flattery, and the past years have seen the emergence of bicycle businesses selling similar products with concepts of frame design, reflecting a utilitarian view of bicycling making use of classical designs and materials. There is growing awareness of living automobile free. RBW bikes make possible alternative modes of transportation for commuting and shopping that greatly reduce reliance on fossil fuels, even eliminate the need to own an automobile. In turn, more municipalities incorporate designs for safe cycling into their transportation infrastructure. There is emphasis on sustainability: RBW steel frames can last a lifetime and are designed to grow and change as one’s cycling needs develop. What started for this writer as a bike to do isolated weekend rides, now has wide tires, racks and performs commuting and shopping duties. Finally, in an age of chronic illnesses (e.g. diabetes) many times related to activity and other lifestyle issues, biking encourages and facilitates reasonable and regular physical activity that can be done in the course of other life activities which have obvious benefits to health.

Interview

Grant Peterson, Owner/founder