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Create a value-driven business plan.
When the iPhone first hit the market four years ago, Murillo instantly saw an opportunity to create a renewable product that would stand out in the sea of, synthetically made, plastic phone covers and accessories. Rounding up a team of six people, he laid down a value-driven business plan revolving around three key components: Use wholesome materials found in nature, produce locally, and minimize waste. “Each product has to solve a problem,” Murillo says. “We wanted to be really clear about what would be different from this company.”