I completely appreciate that people think social media is a waste of my time, but spending all day being obsessed with our customer, interacting with them in every way that I can, answering every question, trying to understand everything that I can about them, matches everything that we do and everything that we produce.

Our theory of change is that you need credible, authentic leaders to drive systems change. Certified B Corporations are these leaders. They're setting the example by prioritizing people and the planet over profits. They're playing by a different set of rules! And they are doing so successfully.

Guess what, it turns out that you can't make big-breakthroughs without crazy optimism and idealism! With the exception of Elon Musk, that attitude is largely missing right now.

The way I prefer to think of perception is as a processor of active construction, a controlled hallucination. Everything we perceive is a kind of inference, a burst guess about what's out there.

The danger is that when we jump too quickly to the solution, not only is the floor littered with the inventions that never worked, but we risk designing solutions that never fit the problem.