Kegan Schouwenburg who is the CEO of SOLS, creator of 3D printed orthotic insoles, says that marketing is much more than selling, in fact it is about creating a movement. She says that SOLS as an organization knows what it stands for and the values it delivers to its customers that are unique. She provides us management consulting by giving the example of the orthotic insoles and how any segment of the population can get connected with the product as it is a key requirement yet, not provided by others in the industry. Stories are created around several kinds of people who are users of the product.