The post below was sent as an issue of my newsletter, Ready for Rain.
The idea of helping homeowners understand the construction process has been on my mind for about a year. As I wrote chapter after chapter, I was looking for some kind of unifying theme. While the explanations, tips, and advice are enough, I wanted to give homeowners a perspective or even a philosophy that helped them see the big picture. I imagined finding a name that was memorable, descriptive, interesting, and hopefully available as a domain name.
Sachi’s early input was to be very direct and focus on the problem it solves or the main value it provides. I agreed and started to look at options involving phrases like “how to build a custom home”, “understand the construction process” and “learn how custom homes are built”. It was at this moment that the challenge became clear.
Home construction is a huge industry with well-established keywords and naming conventions. Virtually anything on the web involving “home construction” seemed to be dominated by much bigger, well-established brands that spend a lot of money to remain visible. Were we going to compete with them? No.
Even at a smaller scale, there are a wide variety of companies and individuals focused on modular homes, tiny homes, DIY cabins, campervan build-outs, etc. It was daunting to consider throwing something new into the mix.
We need to reach people who are planning to build a home or getting started. I know the feeling. The scale of the project and all the decisions that need to be made can feel overwhelming. Many of them are looking for tips and advice, but are unsure where to look. These are the people we need to reach.
I went back to the drawing board and we brainstormed ways to position this new resource. What could we call it? We asked: what is our philosophy? What do we believe about building a home? What’s unique about our perspective?
These questions led us into familiar territory. Big Enough, at heart, is about lifestyle. I wrote it to help business-oriented people see a different perspective about building a business that supports their lifestyle. Whether it’s businesses or buildings, lifestyle is a big part of our perspective and something we value deeply.
One of the amazing things about building a custom home is that it can be built to support the owner’s lifestyle. With a bit of planning, the owner can ensure that the house supports their day-to-day lives. A very simple example is laundry. It happens in virtually every house and a custom home is an opportunity to think about making it easy. This means thinking about where dirty clothes will collect and designing the house so that laundry is near the clothes.
When we planned Flattop, these kinds of decisions were our focus. Our experience with other construction projects helped us think through all the details and work with the pros to build the house around our lives. To me, that’s the best-case scenario for any owner: a house that’s livable.
For example, our primary bathroom shares a wall with the laundry room and we saw an opportunity to add a laundry chute between the rooms. This way, dirty clothes never collect in the bedroom or bathroom. Instead, they can go straight to the laundry room.
The idea of livability stuck with us. You can depend on builders and architects to make the house strong and beautiful. The pros will take care of building the house. But designing it to be livable is the domain of the homeowner. Only the owner knows their unique lifestyle and daily rituals. Only the owner will live in the house.
This idea had legs. Our brand could reference houses and construction, but carve out a niche around the idea of livability and encouraging homeowners to adopt it as a perspective in the design and building process. This means not only understanding every phase of the construction process, but doing within the theme of livability.
I started to look for domain names and soon found that thelivablehouse.com was available. The Livable House. I liked the sound of it and so did Sachi. My only concern is that it’s not descriptive. The name does not imply that it’s a guide to the complete construction process, but that’s okay. I think of it like the popular cookbooks called The Joy of Cooking. The books are mostly recipes, but the theme is joy.
So that’s what the new project is called: The Livable House. It can be found at thelivablehouse.com. I’d love to know what you think about the website. Please feel free to enroll in the mini-course.