Nirav Patel, chief executive officer of Framework Computer (Framework), wanted to determine how to change consumer and industry attitudes toward the sustainability of their electronic devices in order to promote a more sustainable technology (tech) ecosystem. Patel, driven by a belief that users should be empowered to upgrade and repair their devices, aimed to pivot the industry toward greater environmental responsibility. Despite Framework’s innovative approach, competing in a market dominated by large multinational companies posed significant challenges. The company’s flagship product, the Framework laptop, allowed for easy upgrades of core components, advocating for a longer device lifespan and the right to repair, a stark contrast with the prevailing industry practices. With the concepts and legalities of right to repair beginning to take effect, Framework had to navigate a way to expand its market presence and improve consumer understanding of sustainability.