Twelve South

I just got a loaner car – a BMW X5 – for a few days. I just have to say, it’s Be – U – T – ful. Really, I’m so impressed. The finish is flawless, sound system is the best I’ve ever heard, it drives, well, like a BMW. All the little details are so nice. The music slowly fades when you turn the car off. It’s just a little bit better than everything else. You feel that difference in almost everything they do.

Which brings me to the analogy. Twelve South is a new company with big goals and big ideas. We try to put extra thought and extra detail into everything we do. If you’ve seen our BookArc packaging or the 12 additional items in the BackPack, I think you’d agree. We don’t want to be the biggest accessory company in the world, we just want to be the best.

So, can a little company in Charleston SC be the ‘BMW of Mac accessories?’ I don’t know, but what an amazing goal to strive for. Did I mention the BMW X5 is built in South Carolina too? Maybe thats a sign.

Just had our first interview as Twelve South. Had a great interview with Andy from our local Biz Journal. He asked all the hard questions and I only squirmed around and said ‘Umm” a few times : ) Overall a pretty good overview of our little start-up we call Twelve South. Thanks CRBJ!

[article] Charleston startup goes global… [opens new window]

adjective1 recognizably different in nature from something else of a similar type

We Mac users are always looking at other people’s Macs – at school, in coffee shops, on Flickr… and lately there are more and more MacBooks out there to look at – which is great. The only problem is when my MacBook isn’t so special anymore because everybody else now has the same one at Starbucks. That’s why I like the SurfacePad so much. Testing it, I put it on my MacBook and suddenly it’s distinctive again. People are asking “what is that?” Some people love it – some people hate it. But it definitely gets noticed. So we’re playing with a new tagline for SurfacePad now – “Don’t just think different – be distinct.” What do you think?