Colin McIntosh, founder and CEO of start-up Sheets & Giggles, took an organic route to sustainability by first building the perfect business model. He made sure he understood what consumers wanted and how his brand would be a financial success, before thinking about the product. He also focused on ecology and a social conscience. Sheets & Giggles is a sustainable business which produces bed sheets from the wood pulp of eucalyptus trees, using less water and energy than cotton to produce, and no pesticides or insecticides. Sheets & Giggles has a rapidly growing turnover, thanks to Colin's formidable business background and mission-driven outlook.