• Mission: Clearly stated environmental purpose:
  • “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
• Application of Mission:
  • Governance: Privately held family company; the board actively preserves mission values.
  • Products: High-quality, environmentally friendly, sustainable materials.
  • Strategy: Environmental differentiation; low advertising spend, strong public relations.
  • Business Model: Integrated sustainability into operational practices, life-cycle initiatives to extend product lifespan.
• Success: Successful in aligning all functional activities with its environmental mission, becoming a role model for environmentally responsible businesses