Bradford Manning and his twin brother, Bryan, have launched the 'Shop Blind' challenge this holiday ... [+]
While most shoppers spend December browsing countless products on e-commerce apps and websites, Bryan and Bradford Manning are challenging consumers to consider a totally different online experience.
The siblings’ company, Two Blind Brothers, has launched the Shop Blind challenge, where customers select a dollar amount to spend, then “trust they’ll receive a product they’ll love.” 100% of the profits go to finding cures for the 11 million Americans with retinal eye disease.
Bryan and Bradford Manning of Two Blind Brothers
The Manning brothers, who were diagnosed as children with Stargardt disease, are asking shoppers to put themselves in the shoes of the 180 million visually impaired people worldwide by purchasing products they cannot see. A button on the Shop Blind website conceals and blurs most of the page, emphasizing the challenges that those with macular degeneration face daily.
“Stargardt disease destroys central vision, but typically, those afflicted retain peripheral vision,” Bradford Manning said. “Normally, people with Stargardt have between 20/200 and 20/800 vision and have difficulty recognizing faces, reading print, and can't drive. Often times though, they have enough vision to navigate and get around.”
But the young entrepreneurs keep an optimistic view on the challenges that the disease has dealt them.
“No matter what your challenge is, the key is to never lose the willingness to be uncomfortable,” Bradford Manning said. “My brother and I believe that life's difficulties actually reveal someone's greatest gifts. As long as you're willing to put yourself in situations where you might fail or feel awkward, you're doing it right because that's where learning and growing happen.”
The Shop Blind website lists four “items,” priced at $32, $59, $99 and a top-line $199 selection, labeled “It’s Worth It Trust Us.”
The site’s FAQ section offers limited insights: “If you are worried about what you are going to get, we can make you two promises - #1 You'll love what you get. Trust us :) Hint: These are our best and newest items. (They aren't size dependent). And, #2 You'll be helping to cure blindness because 100% of all profits go to pre-clinical researchers for eye disease. Finally, if you don't like what you get, you can always return it, no questions asked.” Orders of $60 or more qualify for free shipping.
The brothers say the experience has been well-received by customers around the world.
“The reactions we've received have been transformational for our project,” said Bryan Manning. “For us, this is obviously not about the product, it's about "trust." My brother and I always talk about trusting strangers for small favors, whether it's to read something or point us in the right direction. This campaign is an experiment in trust, and it has surpassed our highest expectations.”
“When our mom was told that we would lose our eyesight, she was devastated - she cried for weeks. She hid this from us at the time, and only told us about how hard it was for her a few years ago,” Bradford Manning said. “In a way, this project is a platform that allows us to go back in time to meet mothers, fathers, and individuals in those moments when they, or a loved one, are first diagnosed. It's an opportunity to make an impact that we hope ushers blind and low vision individuals into the full, capable lives that await them.”
Note: Bryan Manning, 29, was recently named to the 2020 Forbes 30 Under 30 list.
