The reason many tech companies fail is not a bad product/market fit, the wrong technological approach or lack of experienced CFO, but the design — not just the website UX but the design in its entirety. The way things are integrated together. The creative process.
While it’s not everything, the branding of a sustainability programme can make it or break it. In many respects it’s a bit like lighting a fire. Let me explain, lay peacefully between its four familiar walls. A collection of textile samples lay spread out on the table – Samsa was a travelling salesman – and above it there hung a picture that he had recently cut out of an illustrated magazine.