your brand isn’t what you think it is

I thought Pela was a sustainability brand. For years, that’s what I told everyone. We were the world’s first compostable phone case. We were saving the planet. Customers cared deeply about the environment. Then we actually talked to them. Turns out most people didn’t just buy Pela to save the ocean. They bought it because they liked the color. Or the design. Or because someone they trusted recommended it. They bought it because it made them feel good. The sustainability thing? Nice bonus. Not...