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The Jake Burton Story

4K views 38 replies 14 participants last post by  lucky13 
#1 ·
FYI, tonight at 5 pm (Pacific time) on channel 658 (CNBC) the program "How I Made My Millions" is interviewing Jake Burton
 
#2 ·
I wonder if they will highlight some of the lower points of the Burton business model, such as being the first snowboard company to steal a high profile athlete from another company. The attempt to trademark the word snowboard so everyone else would have to rename their products was another gem.
 
#3 ·
Thanks for reminding me - I missed it and now need to search for/dvr it.

true, Burton has done a lot of unsavory things...but I guess anyone who's been in one business for over 30 years is going to have plenty of warts. On the optimistic side, they've done more good than bad.
 
#16 ·
Actually I am a financial investor, among other things in the snowboarding industry. So while I am not going to challenge you on your riding, gear reviews, or scene cred, I think I know more about the economics of the industry than you.
Japanese market is not the rest of the world once you realize that you might learn a thing or two. They have raised minimum buys, pushed production levels to a scope that gray marketing was the only way they could dump product, and bullied people on a level you can't even imagine. Just because you financially invested in distribution or a brand over there doesn't mean you get it.

I'm have a bachelor of science in Investing and Accounting. Followed that up with a MBA with an emphasis in derivatives; along with owning my own business. It's painfully obvious you don't know shit about the business world. Go smoke another blunt.:laugh:
Burton's business model doesn't need to follow anybodies model and that is why they are so successful. If you don't differentiate yourself you'll end up going out of business. It's not burton's fault other businesses failed to see that market changing and make the necessary changes. :cheeky4:
I love fucktards that instantly have to drop their degree into an argument to try and be relevant. If you're talking brand competition then yes Burton has done some great things like buying The Program and saving it from going to pricepoint crap then killing it off when they realized they needed to concentrate on their brands. As a marketing whole Burton has done amazing things to get people to want their product. But on a retail level of keeping doors open with accounts or doing what they can to help local shops they've failed miserably. There's a reason Jake got rid of Laurant, but I'm pretty sure you know all about that what with all the years of schooling you had. Though I'm guessing the only things you even know about snowboarding or even this topic are from watching this show and sticking your head in the sand while screaming I only believe what they tell me to believe. News flash buddy 15 years on the retail floor you see a lot more and learn a lot more than any fucktard that has some bullshit degree, anyone can go to college, anyone can pay for a piece of paper, not everyone can comprehend.

Snowboarding owes more to Tom Sims than it does to Jake Burton at this point. Sims did it first! Remember that.
 
#17 ·
I love fucktards that instantly have to drop their degree into an argument to try and be relevant. If you're talking brand competition then yes Burton has done some great things like buying The Program and saving it from going to pricepoint crap then killing it off when they realized they needed to concentrate on their brands. As a marketing whole Burton has done amazing things to get people to want their product. But on a retail level of keeping doors open with accounts or doing what they can to help local shops they've failed miserably. There's a reason Jake got rid of Laurant, but I'm pretty sure you know all about that what with all the years of schooling you had. Though I'm guessing the only things you even know about snowboarding or even this topic are from watching this show and sticking your head in the sand while screaming I only believe what they tell me to believe. News flash buddy 15 years on the retail floor you see a lot more and learn a lot more than any fucktard that has some bullshit degree, anyone can go to college, anyone can pay for a piece of paper, not everyone can comprehend.

Snowboarding owes more to Tom Sims than it does to Jake Burton at this point. Sims did it first! Remember that.
15 years on a retail floor? Hahahahaha, that proves my point. I'm done here.
 
#6 ·
Show me any successful business and ill show you one that has done "unsavory" things. If I was Burton and I thought I had a chance to trade mark the name "snowboarding" I would have gone for it...especially if I was one of the founders.

As far as steeling a professional athlete. I dont get it? Sounds like normal business to me...
 
#30 ·
Ahhhhh geez, all I wanted to do was let some of you people know of a program interviewing Jake Burton on his success/product line etc. A man who's company made $500 million last, has got to know something.

I wished that this sport would never have taken off like it has. I can remember at time if you wanted to ride BAKER, you had to prove to one of the snowboard employee's that you could turn left, turn right and stop, once you did that , then you had your picture taken and put on a separate pass that every lifty asked you for to prove that you could ride the entire mtn. Stevens Pass only let us ride weekdays and no hloidays, we once got kicked off of the mtn for riding the Friday after Thanksgiving for being "boarders". There used to be a time at BAKER when there was maybe 20 of us boarders that had a close brotherhood, encouraging each other, giving riding/gear tips, crashing at someone's house or catching a ride, now we have a bunch of "boarders" that are calling each other Fuck holes, assholes, stupid fuck, dumbshits, etc and talking shit about everyone else on the hill, but I guess that the way it is when you can hide behind your keypad.

What has happened to the sport I love, those days are long gone, but that wont stop me and my riding buddies of 27 years from ripping up that PNW powder
 
#33 ·
I think Jake would be the first one to say that, one person he owe's a ton of gratitude to is Craig Kelly (I know, Jake stole Craig from Tom Sims). I firmly feel that Craig made Burton what it is today, Jake kept him on the pay role well after he stopped competing, then used him in R&D.

RIP CK
 
#34 ·
It's not that Burton hasn't done good things for the industry. It is the fact that Burton takes credit for everything. The whole attitude of "I invented" that simply isn't the truth, just a really well marketed spin. Snurfer, Sims and Winterstick were all making boards when Jake came out with his first board. His first board was basically the same product snurfer had already been selling for years.

A lot of people helped shape and drive our sport, Jake is only one of many. He acts like he was the only guy out there on the snow. I personally like the guy but also acknowledge that he pulled some pretty lame moves early on. In doing so he started the corruption of our sport. His business ethics are not all that they are hyped up to be. His products were stagnant for most of the history of his company and usually followed one to two years behind the trends that the real movers and shakers were making. I do applaud him for being one of the few companies to survive this long in such a fickle industry, not too many of those early brands are around anymore.

As far as thinking they are the greatest because they hold such a large market share... Walmart. Like Walmart, Burton has helped increase it's market share through manipulating distribution channels and moving American jobs to Communist countries. I don't look up to businesses that follow that model. Good for them that they are stinking rich, I hope they enjoy the success. I personally would be riddled with guilt at the shamefull actions of these companies if I owned them.


That being said of the many, many, many boards I've ridden, the 98 Custom 64 is one of my top five boards of all time. I might even put the first year of the Triumph 64 as another of those top five boards. Either that or the Blacktop, that board was friggin fun. They make a great product that is equal in quality with other top "manufacturers" and have a product line vast enough to reach every customer base. (Are you really a manufacturer if you pay a factory overseas to make your product for you? Or are you just a designer? :dunno: )
 
#37 ·
It's not that Burton hasn't done good things for the industry. It is the fact that Burton takes credit for everything. The whole attitude of "I invented" that simply isn't the truth, just a really well marketed spin. Snurfer, Sims and Winterstick were all making boards when Jake came out with his first board. His first board was basically the same product snurfer had already been selling for years.
I am not sure whether you are referring to the specific documentary or are speaking in general. I have not seen the piece, so cannot comment on that specifically. But if it is the latter, I strongly disagree - in my experience (both from what I read in the media and personal interactions) Jake has been nothing but gracious and has always gone out of his way to give credit other people in the industry.
 
#39 ·
It seems that people are getting 2 different concepts confused here. Although the two concepts may overlap slightly in some ways, they are two separate concepts...

One is the impact Burton has on their manufacturer competitors (other snowboard/gear manufacturers). IMO, (almost) all is fair in competition of like businesses. Burton has done an excellent job of retaining a majority market share. Burton can not be to blame for using their name, power, influence, money, etc. to retain their market share in the very competitive market that snowboarding has become. Business is dog eat dog..

The second concept being Burtons impact on retail shops. The retail shops are essentially Burton's customers - the retail shops are the distributor of Burton's products to the end user/ consumer. As BurtonAvenger and others have mentioned, Burton has done a lot of questionable things to the retail shops. Burton seems to have taken the stance of "It is a privilege for your shop to carry our products," which IMO, is completely wrong- it is no way to treat your customer.

Also, the fact that Burton is opening up their "Flagship Stores" and pushing products direct from their website would rub me the wrong way as a retail shop..

Being in business, I completely understand the need to protect your market share from competition at all costs.
I also understand that customers are of the utmost importance, and need to be treated accordingly. Things change, and you never know when you will regret burning those bridges..
 
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