THIS is revolutionary???

Also... last call for FREE Laundry Detergent

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May 21, 2026 10:02am EDT

Is this your brand on Milled? Claim it.

Matte tone:

What's wrong with this picture ?

I kid you not, that big brown box was used to ship that tiny bottle of mint essential oil.

This makes no sense. But how do we fix it?

Do we need a REVOLUTION? Or maybe an evolution?

I bring this up because I've been thinking a lot about how the world keeps reaching for big, dramatic solutions - like overthrowing Iran's government - which lead to lots of pain, from genuine human suffering to the sudden spike in gas prices that followed.

Quick change revolutions have - in my opinion - lasting, painful consequences.

I think what we need are much less sexy and exciting, incremental changes, with MUCH. LESS. pain.

To see what I'm talking about check out this etee unboxing - using the SAME sized box as the Amazon box above.

And my point isn't JUST to humblebrag about etee.

My point is that not only did we cram a lot of stuff into one small box, but that we achieved these breakthroughs over a 10 year period, with incremental growth and no outside financing.

Did you notice that we DON'T put our vitamin C serum and soaps in an extra box?

That was a solution to the problem of how to get rid of U-Line's virgin paper packaging without incurring more expense.

I love that Tortoise and Hare story - where the slow and steady Tortoise beats the Hare who races ahead and burns out - because I've lived it.

Slow and steady my friends... we will make a change this May and BEYOND.

Thanks always for learning as I learn and don't forget, today's the last day to get a full sized laundry detergent FOR FREE!!! with any purchase.

Have a most excellent day.

Steve and the whole etee crew

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THIS is revolutionary???

Also... last call for FREE Laundry Detergent

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