From a tiny storage unit to $1.5 billion IPO

Delta lost 1,000 pieces of luggage. The airline's response was a stroke of genius. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ 
INC. THIS MORNING
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From a tiny storage unit to $1.5 billion IPO

Good morning,

Stuart Landesberg swears that for a sixth-grade assignment he wrote that his dream job was to be CEO of Seventh Generation, the Burlington, Vermont-based company that makes and sells sustainable home and cleaning products. Landesberg didn't go on to take over Seventh Generation. But he did build a similar business of his own: Grove Collaborative, a San Francisco-based company he co-founded in 2012 and took public on the New York Stock Exchange in June. 

The first four years the business really didn't grow. It was a struggle to keep the lights on, as Landesberg explains in Inc.’s latest What I Know podcast. But he stuck to his values of sustainability and eventually, it paid off. Read on for more about the company’s growth and its $1.5 billion debut on the NYSE.
 
 
 
Join Series Host Beatrice Dixon and Sarah LaFleur in Conversation

Sarah LaFleur of M.M.LaFleur is Inc.’s next guest for the Your Next Move web series. Register for the July 27 at 12 PM ET webinar.

 
 

 
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Here's what else I'm reading today:
Female founders: Audition today to be featured on the new business competition TV show “Women of Wall Street”--with a chance to win $100,000 for your company. –Inc.
 
Delta lost 1,000 pieces of luggage. The airline’s response was a stroke of genius. –Inc.

Here’s the brutal truth about Elon Musk and Twitter that nobody wants to admit. –Inc.
 
Keeping secrets from your employees will hurt your bottom line. –Inc.
 
Heading back to the office this summer? Here’s a guide to casual back-to-work wear for men. –WSJ

Brands and creators are using search engine optimization to reach a wider Gen Z audience on TikTok. –Fast Company
One more thing:

Rejecting people over the phone, as opposed to by email, may show more respect. –Inc.
 
 
This newsletter was written by Inc. associate editor Brit Morse. How are we doing? Send us ideas and feedback on Twitter.

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