This is a big question.  

It came to me after my interview with Johnny Le Coq, founder and CEO of Fishpond.  Patagonia is a products company that supports the environment.  Athleta is a products company that supports the advancement of women.  Both companies are examples of authentic and effective support for a cause that aligns with customers.  Fishpond seems to go further – Fishpond seems to be coming very close to using sales of its products as a mechanism to support river conservation.   

 Image courtesy of the Fishpond website 

Johnny: “Our brand has become a voice for the environment… It’s not what we sell that I’m most proud of – it’s what we stand for.”  He means it. 

 That made me think about Colorado.  Can Colorado have a CAUSE that ultimately becomes interwoven with our brand?  That’s tough, but I think Colorado’s entrepreneurial community DOES – it STANDS FOR supporting opportunity for those who strive, collaborate, innovate, and mutually appreciate the rich lives that people wish to have in our great state.