Chapter TwelveCase: Building a Toothpaste Tribe.
ORL is a two-year-old company that offers organic oral hygiene products. Though it took them around six months before they were able to break into the market, co-founder Howard Kaufman and his business partners consider their journey as a labour of love.
The idea behind ORL began when Howard went to a grocery store and noticed a certain toothpaste brand’s warning label: The toothpaste contains sodium fluoride that, when swallowed by children (six years old and below), can be harmful. The irony is that the product ...
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