That gap between early adopters who already get it and the mainstream who needs more time, reassurance, and the freedom from the fear of not fitting in anymore.
This is the space between those who change because they believe and those who change because they see it works. Between those driven by values and those driven by value.
For ethical brands, it’s often the gap between serving the committed few consistently and understanding that the message will eventually amplify.
Crossing it isn’t about diluting our values but about building better bridges. Making change feels less like sacrifice and more like progress.
For early adopters, doing is believing. For the rest out there, seeing is believing.
How do we build enough trust and proof to help others cross the chasm?