It seems impossible: replace the animal-based meat industry with plant-based alternatives by 2035. But that’s what Impossible Foods believes it will do. Why such an audacious mission? Because the animal agriculture industry is depleting the world’s natural resources and releasing harmful greenhouse gases into our environment. The key to the fulfilling Impossible’s mission isn’t targeting vegetarians or vegans, but hardcore meat-eaters. Give them everything they crave about meat…just make it plant-based. Impossible Foods CFO David Lee joins the podcast to talk about how the company is taking a product- and market-based approach to solving the climate crisis; and the company’s rapid growth in the U.S. and globally, partnering with chains like Burger King and Starbucks, and expanding into grocery retailers like Trader Joe’s and Walmart.

Listen to this episode to learn:

• How, at Microsoft, it’s all about culture and mission — and the brand is embedded in that mission
• Why there is no simple path to cultural reinvention
• Why marketers should avoid layering too many high-level frameworks over their mission and brand
• The importance of having a growth mindset inside an organization
• Why Microsoft has changed its physical retail strategy, as more of its products are cloud-based and purchases are made digitally
• Why everything you read about Bill Gates’ humility and curiosity is true