Construction and AEC leaders — your clients don't want green buildings. They want quiet. Comfort. No cockroaches. No street noise.
Josh Dorfman (SuperCool, Planted) reveals what most sustainability companies get wrong about selling to builders and developers.
Key insight: Nobody buys sustainability. They buy better buildings. Sell the benefit — the planet is a bonus.
🎙️ Full episode: https://activatingcuriosity.com
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