Outside the Box

Straight talk and outcome focus - these are critical to our success. Disability has been the realm of the 'do-gooder', relying on the heart string for a siren song. The problem with this approach is that potential is ignored, and productivity is forgone to focus on short-term 'solutions' from ad-hoc committees.

The primary consequence of this historical approach is a mainstream view that PWDs are unable to produce and must be cared for. Disability is a radioactive brand.

Lime recognizes that in order to reach our objectives, we must be bold in re-branding disability. Lime sees current branding, and its consequences, as the single-largest barrier to reaching our objective.

The approach we take is simple: kill the current brand with quality. PWDs can, and will, deliver quality. Lime packages that quality in a results-driven message, with a little bit of an edge to it. Over time, quality always wins.