There Be Dragons – Or Are They Dinosaurs?
Dragons’ Den and the Future of Business
Dragons’ Den, the international reality TV franchise that originated in Japan in 2006, pits fund-seeking entrepreneurs against celebrity-seeking venture capitalists. Last week, on Canada’s CBC channel, the show aired an ‘Up-cycle Special,’ featuring fledgling businesses aiming to make the world a better place.
By coincidence, I was in Montreal with my Canadian Associates, Umalia. As part of our work, I spent a morning talking with the founders of the business that would later set the Den on fire that very night.
Norden: A Business with Purpose
Norden was inspired by CORE, and the power of a Single Organizing Idea (SOI). The book sparked an epiphany, leading two visionary individuals to create a world first—outerwear made entirely from recycled plastic water bottles.
Every aspect of Norden’s garments—the shell, lining, and insulation—is made from traceable, digitally numbered fibers supplied by Repreve®. Only the zips and fastenings are not made from waste materials. Founders Mayer Vafi and his silent partner, investor and mentor Michael Eliesen, have demonstrated how being organised around a single compelling idea can lead to practical, sustainable solutions.
A Harsh Reception in the Den
During the show, Mayer delivered his pitch with enthusiasm. The Dragons initially responded with excitement:
“Wow!”
“It’s so fashionable.”
“Hard to believe.”
“Very cool.”
“A good buy.”
Models showcased Norden’s designs, and the Dragons eagerly tried on various styles. But then, the mood shifted.
The Dragons’ Short-Sightedness
What the Dragons failed to understand is that Norden, like other emerging sustainable businesses, represents a new breed of company—one whose primary focus is not on maximizing profit but on saving the planet.
When Mayer explained that he would welcome competitors into his space, he was met with ridicule:
“That’s not true, that’s not true, tell the truth!”
“No one puts $1.2m in just hoping everyone else takes a market share.”
But actually, that’s exactly what Norden is doing.
A Collaborative Future
As Michael explained earlier that day:
“Our objective is to lead change; to help make our industry sustainable. It’s not at all easy, and we can only do that if we all act together—not just with our suppliers and partners, but also with our competitors.”
This approach makes total sense to leaders in sustainable fashion, such as Stella McCartney, Community Clothing’s Patrick Grant, Eileen Fisher, and Patagonia’s Yvon Chouinard. It even extends beyond fashion—at NY Climate Change Week 2018, the Chairman of French multinational Suez stated:
“The only way to deliver real change is for all competitors to act together.”
The Problem with Dragons’ Den
I’ve always had an issue with Dragons’ Den (and don’t get me started on The Apprentice). I understand that reality TV thrives on drama, but what aspiring entrepreneurs truly need is encouragement, constructive guidance, and empathy.
One of the Dragons stated at the start of the show:
“I think the Den has always been a reflection of what is happening out there.”
Sadly, that may be true. To change the system, we need a shift in attitude, and that must come from business leaders—whether they are Dragons, Titans, or Sharks.
Business as Usual Is Outdated
Sustainability isn’t a business “trend to plug into,” nor is it an act of charity “because I have a foundation.” It is our future.
Perhaps Norden was on the wrong show. Maybe Dragons’ Den is also outdated.
About the Author
Neil Gaught is the author of CORE: How a Single Organizing Idea Can Change Business for Good, published by Routledge.
Find CORE here:
CORE was a finalist at the 2018 Business Book Awards.