Marshall Atkinson That's so excellent because you don't want to be the low-cost provider anyway, right? That's usually you're not making any money… Roger Burnett Correct. Yup. And, you know, this bet is a passion of mine. It speaks very closely to my why. I think it's timed well for the marketplace. So, the enthusiasm, the energy, and the passion I have for our business translates into my customers and my prospects feeling that for me when we're talking about them potentially doing business with us. Marshall Atkinson Right. So let's get an example about an actual client with an apparel order. And, you know, they're interested in sustainability or something where the better story and how that kind of worked its way through what you're doing. Roger Burnett Yeah, so we sell lots of Allmade t-shirts and I'm sure you're not surprised to hear that. It's because of the triple threat that the Allmade brand really represents when you talk about that goodness, right? So it's made from sustainable materials, you know, recycled PET plastic is a real problem... but, it makes a great thread to weave into garments like t-shirts, and that turn into really super soft, long-lasting, durable product... but it's also the story behind the Allmade brand and the way that they are supporting orphanages in far-flung places like Haiti and now moving into Honduras and even India, you know, we can then have a discussion with a buyer of a t-shirt to say: "Yeah, you're going to buy a t-shirt. Why not get the story behind the t-shirt to go along with what it is that you're going to do from a purchase perspective? Because in the grand scheme of things, while the Allmade tee may be more expensive to a certain degree than some of the other competitors out there what you're gaining in the process is that narrative that comes along with the purchase that you've activated the social good." And it's important for us to not just sell an Allmade tee because it's a great t-shirt. It's twice as important for us to be able to connect the cause behind that purchase to create that emotional reaction we're trying to get out of the person who ultimately is going to wear the t-shirt... and Marshall, the craziest thing about it is that my kids are all in their twenties. And when I started showing them the Allmade brand and started sharing it with them, you know, their response to me, it was pretty much like: “Why would you sell another t-shirt? It doesn't seem like you would need to.” So the direct result of me putting in the hands of Gen-Z'ers and late-stage millennials has
been that reaction. Marshall Atkinson Well, that’s fantastic. And it really comes down to the story.
There's a story behind something, and that story feeds into somebody's emotions and that's the real reason why people buy anything. It's because there's a story, it connects with me, I identify with that, and then yeah -- I'm buying that.
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