Field Notes, co-founded by Aaron Draplin and Jim Coudal, transformed from a casual endeavor into a beloved memo book brand over the two decades since its inception. With over 10 million notebooks sold globally, the brand is present in 2,000 stores and celebrated a record year in sales. Draplin’s passion for drawing and Coudal’s vision were crucial in shaping Field Notes’ design and direction. Their combined efforts illustrate how unique perspectives can enhance creativity and drive business success, setting the tone for a sustainable future beyond 2025.
Today, 20 years and more than 10 million sold notebooks later, what began as a casual side project... has yielded a cult product that is in 2,000 stores worldwide.
What Jim brought to the table is that he had the light bulb where he saw what this thing could be... I would have killed it because I might have gone to the next goofy little thing.
Coudal has a knack for seamlessly and seemingly effortlessly steering the conversation back to the subject at hand. It underscores a point: Without Draplin, there would be no Field Notes.
When Draplin left the Midwest for the West Coast in 1993, he began collecting memo books that agriculture companies historically gave out as promos, and was taken with their lineage and practical design.
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