The Story Behind the Brand: Why Geese?

Expertise. Intuition. Ingenuity. These values are rooted in a philosophy I discovered over 23 years ago: The Goose Story.

First introduced to me during my time with a major US apparel brand, this concept became the blueprint for the high-performing teams I have led ever since. We called it "Flying in Formation"—a model where shared leadership, mutual support, and alignment create unstoppable momentum.

Our Logo: The goose in our branding signifies this philosophy, while the circle represents the necessity of breaking out of the "Circle of Comfort" to achieve true personal and business growth.

The 5 Principles of 'Goose Story Teamwork'

Nature’s blueprint for high performance drives the DWS approach:

1. The V-Formation (Synergy)

Nature: By flying in a V-formation, the flock adds lift to one another, flying 71% further than a bird flying alone.
DWS Lesson: Teams sharing a common direction and sense of community arrive at their destination quicker and easier than those trying to go it alone.

2. Alignment (Cohesion)

Nature: If a goose falls out of formation, it feels the drag and resistance of flying alone and quickly returns to the flock.
DWS Lesson: We achieve more when we stay aligned. There is power and energy in staying connected to a cohesive team moving toward a shared goal.

3. Rotating Leadership (Shared Expertise)

Nature: When the lead goose tires from breaking the wind, it rotates to the back, and another goose takes the lead.
DWS Lesson: Leadership should be fluid. We empower members to take the lead based on their specific expertise or experience, sharing the load to maintain momentum.

4. The Honk (Communication)

Nature: Geese honk from behind to encourage those up front to keep up their speed.
DWS Lesson: Constant, positive communication is vital. We encourage our partners to "honk" in support, ensuring the team stays motivated and aligned.

5. No Goose Left Behind (Support)

Nature: If a goose is sick or wounded, two others drop out of formation to protect it until it recovers.
DWS Lesson: Great teams do more than work together; they care for one another. We stand by our partners in challenging times.