The Story Driven Company

A product plus meaning equals a brand. Starbak have done that with coffee, warby parker have done it with eyeglasses and chivani has done it with yoget. Customers want to be oil to brands that believe what they believe,. If you know we we've got a couple of choices. We can compete for the attention of customers or we can create loyal fans who have this affinity with our brand which keeps them coming back. And we do that by in building an sense of meaning around our company.