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A conscious brand founder can be more aligned than she has ever been, operating in a market that is moving unmistakably toward everything she built for, and still the metrics aren’t reflected with the current market landscape.

At first glance, the conventional evaluation reflex reads this as a leadership problem with a questionable strategy, misaligned model, weak execution. When one investigates deeper, what is revealed is an antiquated structure that does not mirror current economic environment, consumer and behavioural economics, and consumer behaviour.

Understanding the difference is, at this moment in the evolution of conscious commerce, the most important capability an investor in this category can develop.

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