It’s tempting to focus on a quick start with kindling. A feature on that big plant-based Instagram account. A viral TikTok moment. A spot on a popular podcast. Quick wins that spark immediate interest.
But kindling burns fast and bright and then dies. We need another hit, another feature, another viral moment. Soon, we can become addicted to the temporary heat, constantly searching for the next spark.
Real growth comes from logs – steady, sustainable fuel that keeps burning from consistently showing up with discipline. A product or service so good our customers become evangelists. A community that grows stronger with each new member and each interaction. Systems that work better at scale, not worse.
Building logs is harder, though. It’s less exciting than watching kindling catch fire. It requires patience, intention, consistency, discipline, and often saying no to quick wins.
But logs are what separate lasting vegan brands from temporary sparks. They’re what turn curious customers into lifetime advocates, what transform initial interest into sustained impact.
The question isn’t whether we can light a fire. It’s whether we’re building something that keeps burning when the kindling runs out.
So, let’s take a closer look at our strategy. Are we dependent on constant sparks? Or are we methodically stacking logs that will fuel our mission for years to come?