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.