Lisa Curtis started her business, Kuli Kuli, on the basis of the benefits of the moringa plant, which is grown in parts of Asia and Africa. The plant also became her key selling point. But then she realized, after a friend's suggestion, that her story should lead the way.

"I didn't want it to be about me. I didn't think it was relevant for it to be about my story," she said. "Initially, I started out with, 'moringa is this amazing tree you never heard of,' but changing it to start with why I cared about it was incredibly powerful. Telling my story and starting with 'why' has been the best quote unquote marketing tactic that we use."

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