I am all for environmental sustainability, but when it comes to plastic water bottles, I think some of them have taken it too far. Bottles continue to be made with ever-lighter weight plastic – which sounds like a good thing – until it isn’t.

Light weight bottles are still stacked on heavy pallets — and can’t handle the weight. The tops of the bottles cave in, making them almost unusable. At some point, there are diminishing returns and I think some companies have reached that point.

Think about the products and services that you offer and be clear about your ultimate goal. Efficiency at the cost of effectiveness is all wet.


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