001 The Living Experiment
What happens when you ask people to follow you in to the unknown?
An experiment in trust, social capital and the value of doing things differently. We launched Conscious Soup by inviting people into something without telling them what it was. No pitch. No proposition. No explanation. Just a permission slip and a leap of faith.
Anatomy of the drop.
01
The Rule
People need to know what they're signing up for. Conventional business launches rely on clear plans, propositions, promises and certainty.
02
The Provocation
What if we launched a business without telling anyone what it was? Would people trust us enough to follow us into something completely blind? Could we make it up as we went along?
03
The Experiment
We sent permission slips around the world, inviting people into a month-long experiment with absolutely no context. Over 30 days, we set challenges, sparked conversations and invited participants to play along. At the end, we sent everyone a newspaper documenting the experience, with one final invitation: pay whatever you wish.
04
The Outcome
59 registered interest. 42 signed up. 30 stayed engaged throughout. £1,800+ in voluntary payments received so far.
