As the founders of, Luke and Kyle, explain in the “background” part of their website, “We started out fixing an old iBook together. There were no instructions on how to do it, so we started the way everyone does: the hard way. We tinkered. We fiddled. We broke some tabs and lost a few screws. But we fixed it!”

Today the mission has grown bigger, but remains every bit as simple: “We want to fix the world.”

In the process of growing and helping, ifixit does a great deal of the latter. They start by providing information, information, information – repair manuals, user forums, articles, videos, interviews – just about everything a person might need in the process of fixing and repairing. For example, they could charge for the repair, but instead they show users how to fix an ipod. How cool is that? They also sell stuff, but when they do it, they provide information as a bonus (like this 10 Favorite Gifts list). Ifixit informs further by remaining open to the media, explaining and being available.

Sharing doesn’t stop at information, though. It also involves building community. Commitment to larger issues (the environment) comprises another facet of activity common to brands that engage in content marketing. The company both uses and sells recycled products.

Finally, check out my personal favorite, “The Self-Repair Manifesto.” This 11×17 poster is free for the cost of shipping ($3.19 in my case).

In freely sharing what it knows, ifixit represents the new breed of entrepreneurs who distinguish themselves from competitors by shifting from “Brands That Promise” [traditional marketing] to “Brands That Share” [evolved marketing]. Expect more of the same.