Time: advertisement for Tiptree’s mulberry jam, Prospect May 2015

Mulberry trees are rare because they take around 25 years to bear fruit and we only have twelve here at Tiptree, some of which are over 120 years old. We don’t know how much it actually costs to make a single jar of our Mulberry Conserve, or if we even make a profit on it, but what we do know is that we love it passionately, and so do our customers.

We’ve been looking at research on how companies think about time. It seems they might allow a 7 year payback time for capital investment in their core business; more like 2 years for peripheral things like energy efficiency. Why, then, is a claim not to behave in that way thought to be effective marketing?