The mission has definitely evolved since we started; an emerging brand is like anything in the early stages of development, it’s going to grow and adapt to the environment it’s in.  We’ve headed in a few directions only to course correct when we see the results are not what we had hoped.  I think the process is to get from point “A” to point “B”, only the journey is a zig zag instead of a straight line.  As long as you’re still moving in the right direction, I think it only makes you stronger to have it not be too easy...

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