They Built a Business Around Giving 50% Away - And It Worked
Most businesses treat giving as something you do after you succeed.

But what if it was the reason you succeeded in the first place?

This week, I came across a company called Elvis & Kresse—and it completely shifted how I think about business, risk, and generosity.

They take decommissioned fire hoses—materials that have been through decades of real emergencies—and transform them into luxury products.

But here’s what makes them different:

They committed to donating 50% of their profits to The Fire Fighters Charity…
from day one.

Before validation.
Before stability.
Before certainty.

And instead of holding them back—that decision became the foundation of everything they built.

This isn’t just a feel-good story.
It’s a blueprint.

A different way to think about value, impact, and what business can actually be.

Because the real question isn’t just how much we can take—

It’s what would happen if we built something designed to give more than it takes.

If this made you think differently, subscribe for more conversations on building what lasts.

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