The Principles That Shape Our Future
As the founder of Modern Sustainable Water™, Inc., I’ve always believed that success is not just about achieving milestones—it’s about doing so with integrity, purpose, and unwavering dedication to a set of core values. These non-negotiables aren’t just words on a page; they are the foundation of our culture, the guiding compass for our decision-making, and the heartbeat of our mission.
When I started this journey, I knew that building something meaningful required more than just innovation and hard work. It required a commitment to principles that would stand the test of time, ensuring that every step we take is rooted in integrity, sustainability, and a drive to make a positive impact on the planet. This manifesto outlines the values I hold close—principles that are non-negotiable as we build Modern Sustainable Water™ and move forward into the future.
Excellence is at the core of everything we do
From the purity of our Artesian water to the sophisticated design of our products, we are relentlessly focused on quality. But excellence is not just about what we produce—it’s about how we operate. Every decision, no matter how big or small, must reflect our unwavering commitment to sustainability and to creating circular, eco-friendly solutions. Our commitment to excellence doesn’t stop at the product level. It extends to how we treat each other, our partners, and our customers. It shapes our reputation and defines us as a leader in the sustainable products industry. Together, we are creating a legacy—one of innovation, sustainability, and integrity in every interaction.
Resilience and Determination
Building something great isn’t easy. There will be setbacks, obstacles, and challenges. But what separates successful companies from the rest is resilience. We need partners who embody the mindset of “I always figure it out” and “I never give up.” This relentless pursuit of goals and the ability to stay focused, even in the face of adversity, are crucial to our success. As a team, we are not just building a product; we are creating something that challenges the status quo. And to do that, we need people who are determined to overcome any obstacle and are passionate about solving the environmental crises caused by single-use plastics and waste.
VISION
Our vision is not just about water; it’s about changing the way people consume and shifting towards a circular economy.
Ask yourself: If you knew you had only 10 years left to live, would you still want to do this with us? If the answer is yes, then you understand that this is more than just a job—it’s a mission. We need to ensure that every team member is motivated by this shared vision and is driven by a desire to create lasting impact. In the same way that I feel a deep responsibility to this mission, I want every member of our team to feel the same. We are in this together, working towards a common goal—not just for our own success, but for the well-being of future generations.
Holistic Involvement and Growth-Oriented Mindset
At Modern Sustainable Water™, we don’t just encourage growth—we expect it. Our team must be willing to drive growth in every facet of the business, be it high-level strategy or day-to-day operations. Holistic involvement means that no task is too small and no idea is too big. We are all responsible for pushing the company forward, and that means taking ownership at every level. Growth, both personal and professional, is a core principle of our culture. When each individual grows, the company grows. We are creating an environment where every team member is empowered to learn, evolve, and contribute to the overall success of the brand.
Communication and Collaboration
Communication is the key to success, but it’s not just about speaking—it’s about listening. We must foster a culture where debates are frequent but never personal. Winning an argument is less important than preserving relationships and working towards our shared mission. Effective communication and collaboration are the backbone of our company. Every team member is expected to act as part of our growth team, gathering insights from our community and making data-driven decisions that enhance the user experience. Collaboration is not just encouraged—it’s essential.
Honesty, Integrity, and Transparency
I cannot overstate the importance of honesty, integrity, and transparency. These values are non-negotiable. Without them, trust cannot exist—internally or externally. Our team must always act with honesty, be transparent in all business dealings, and uphold the highest ethical standards. These principles are what ensure that Modern Sustainable Water™ remains respected by our customers, partners, and investors. It’s about more than just doing the right thing—it’s about building long-term trust and success.
Innovation and Creativity
Innovation is at the heart of our business. We must continuously push the boundaries of what’s possible. We are not here to simply follow trends; we are here to create them. Creativity is not just encouraged—it’s expected. Our team should always be thinking about how we can do things better and differently. We have redefined what reusable products can be through our Open-End-Use™ concept, and this is just the beginning. We are constantly innovating to ensure that our products not only serve a functional purpose but also inspire change in the way people think about consumption.
COMMUNITY-CENTRIC FOCUS
At the core of every decision we make is the Community
We are building a brand that listens to its community, values feedback, and is relentlessly focused on delivering an exceptional Consumer experience.
Our Community are the reason we exist, and we need to ensure that we exceed their expectations at every turn. This Consumer-centric focus is what will drive our long-term success. It’s not just about selling products—it’s about creating a brand that people are proud to be a part of, and one that stands for something greater than the products themselves.
Accountability and Ownership
Each team member is expected to take full responsibility for their work. We value those who take ownership of their tasks, see them through to completion, and strive for excellence. Accountability means that when something goes wrong, we own it, fix it, and learn from it. There are no excuses—only solutions. This sense of ownership is what drives the success of our projects and ensures that we are all working together towards a common goal.
Adaptability and Flexibility
The world is changing, and so must we. In a rapidly evolving landscape, adaptability is key. We need to be flexible in our approaches, open to new ideas, and ready to pivot when necessary. The ability to adapt is what will allow us to stay ahead of the curve and continue to innovate. Flexibility also means embracing change—not as a challenge, but as an opportunity to grow and improve. It is in the ability to pivot that we find our greatest strengths.
Passion and Drive
Lastly, and perhaps most importantly, is passion. Without passion, nothing else matters. We need team members who are not only skilled but also deeply passionate about what we do. It is this passion that drives us to work harder, think bigger, and achieve more than we ever thought possible. When passion is combined with skill, determination, and a commitment to excellence, there is nothing we can’t achieve.
Branden Maurin, Founder & CEO
