Paralysed by a fear of failure
It’s something that squeezes the life out of brands.
People don’t like change, so businesses don’t either.
More than ever choosing the right path is complicated. We face complexity & interconnected problems everywhere we look.
Unless we break it down and chunk it out it starts to feel overwhelming.
So, most of the time small & incremental change feels right.
But not all of the time.
Back in early 2018, two BTP team members strolled into a meeting & said “hey why don’t we ban single use takeaway cups & stop BTP contributing to the 500k cups a day that end up in landfill?”
We could think of a whole heap of rock-solid business reasons why the idea sucked and only one reason we should do it. It felt right.
We did it.
It energised our magnificent team, our eco-army.
It magnetised so many of our customers.
It challenged the big systems makers.
You won’t find our brand on coffee cups in landfill, 800k cups saved and counting.
Happy World Refill Day.