"How We Make It Greener"

Kurt Hettle
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Forget advertising.

Rather than spend money advertising, Murillo turns to social media and word-of-mouth to promote his brand. “In the last couple years, the importance of social networking has really gone up,” he says. “Anyone starting up now should make sure that its part of your plan.” Murillo says that rather than allot 5 percent of his budget toward advertising, he reinvests that money back into product development. “That’s a huge difference for us,” he says. “If the product is right for customers, they’ll talk about it.” --Kathryn Kattalia