Sustainability can be the lifeblood of a company’s message. Or it can be a neon sign that you should be ignored. 

 

What’s the difference? 

 

You have to earn the attention of your wannabe users, in tiny increments. You’re building a relationship from a core truth. As soon as your people smell BS, they’re done, and you've burned that bridge forever. 

 

Let’s look at some examples of startups that figured this out early, and some that learned it the hard way. 

 

Knowing how we’re wired for attention allows us to use the truth at the heart of our brand to create messaging too compelling to ignore. 

 

Because too many good ideas fail. Let’s fix that.