Ben Christensen founded Cambium, a company that is building better supply chains, starting with wood, to make it possible to source every material in a regenerative way. This approach creates local jobs and is done just as efficiently, if not more efficiently, than it is today. And Ben and his team put storytelling at the core of their business, so not-surprisingly, their brand design and messaging stand out in an industry that is not known for getting either right.

In this episode, we discuss the power of storytelling, the importance of giving customers a sense of ownership, and the smart move of repositioning something mundane into something attractive. This is a conversation not centered around wood, but around brand, with wood at its core.