If your business produces a physical product, you're not just selling an item. In a way, you're selling values.
"As an entrepreneur, you need to consider how that product affects the people who make it, the environmental impact from inception to consumption, and how your product is going to affect the ecology of the consumer's world," says McGregor.
When you create a product you're also creating a story. How did it get here, and why do you need it?
"After all this, it is important to spend significant time and energy on storytelling through social media and other means of outreach, often in bite-sized pieces of information and vocalization," adds McGregor. "With this, not only will people understand how their purchases affect their world, but also how the product reflects their values."