In building products, the best promise wins, not the best product. Most manufacturers are incredibly focused on having the best product in the industry. And while your product should perform, at the end of the day, if your promise to your customer does not resonate, it doesn't matter.

In this episode, Zach talks to Andrew Legge, Founder and Managing Partner at Havelock Wool, about the unique promise he makes with his commodity product, and how that is turning into incredible sales and brand loyalty.