People don't want simply to buy the product, they want to have sympathy with the company too.
The end result of kindness is that it draws people to you.
One of the key problems of the business world is that greed has become culturally acceptable.
Mess with nature and it will mess right back.
Be daring. Be first. Be different.
We are honest about our methods and our mistakes. We are not perfect - it isn't possible to be perfect - but we are trying to go in the right direction and in those circumstances, it's best not to mystify what we are trying to do.