Anne Carlson, Founder and CEO of Jiminy’s, was two years into building her new, sustainable pet food company, before she was able to tell the story of why she created it. It turns out that the story was too emotional for Anne to share in public. It was a classic “purpose story” that began with an upsetting conversation Anne had with her adult daughter about the future of our planet. The conversation was the “inciting incident” in her story that led the former Del Monte executive to tackle climate change by identifying new sources of protein for pet food – starting with crickets. Since creating the company, Anne and