2min chapter

On Brand with ALF & Rory Sutherland cover image

Who Gives a Crap? Simon Griffiths tells Rory why he does

On Brand with ALF & Rory Sutherland

CHAPTER

The Future of Sustainability

Sustainability is fraught with assumption bias. It's very easy to assume that one thing is better than another but you have to sort of peel the layers of the onion back. We may be suboptimal for someone to buy us today compared to a product say in the UK, but we will continue to improve and get better and better and better. But the way that we get there is by starting to manufacture first in China because we need to hit the minimum order quantities to be able to start manufacturing domestically soon.

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