Steve Ells, founder of Chipotle, advises three early-stage founders on differentiation, market focus, and building emotional connections with customers—from a remote Australian distillery to heated mats for humanitarian aid to Italian wines facing Gen Z decline. Focusing on what you do best in the world and maintaining a cohesive product line resonates more with customers than offering broad variety across unrelated products. Building a sustainable for-profit business enables you to fund your mission later; you don't have to choose between commercial success and humanitarian impact from day one.