In 2016, the founder and chief executive officer of West Paw Design (WPD) was faced with a growth dilemma: how could he align WPD's socially responsible ethos with his desire to expand business activities in the growing pet products market? Based in Bozeman, Montana, WPD developed, manufactured, and distributed pet products. The company was a certified "B Corporation," meaning its social and environmental credentials had been verified by an external organization, B Lab. The founder had to consider his options very carefully, because some of them could undermine or negate WPD's growth objectives, as well as its cherished B Corporation principles.

In 2016, the founder and chief executive officer of West Paw Design (WPD) was faced with a growth dilemma: how could he align WPD’s socially responsible ethos with his desire to expand business activities in the growing pet products market? Based in Bozeman, Montana, WPD developed, manufactured, and distributed pet products. The company was a certified “B Corporation,” meaning its social and environmental credentials had been verified by an external organization, B Lab. The founder had to consider his options very carefully, because some of them could undermine or negate WPD’s growth objectives, as well as its cherished B Corporation principles.