Brian Kenny: And Shai, let me ask you to wrap up here with telling us if theres one8

Nate Morris: Absolutely. And what I found so interesting is that, no matter someone's politics or where they came from geographically, I continue to receive the same question. It's like, "I always wondered where all the garbage went. I had no idea the industry worked that way." A lot of people would say things to me. "I always wanted to be in the waste business. I never understood how I could get in." One of the things that Warren Buffett always talks about in his investments are moats. And the waste industry traditionally has a very, very aggressive moat that has kept out people for generations. And we were able to overcome that, I believe largely because of the vision around ESG. Some of the brands that we were able to win early on when we were relatively small in comparison to our competitors was because our vision for the future and how ESG encompassed that.

So, I believe it's been a catalyst to our growth and it's allowed us to attract people to our mission that would never think about the category before. So, I'm very happy to be doing what we're doing. I think it's the best time in the world to be in the space and to be focused on the environment, and especially from a free market context. I mean, what I love about what we do is that there's a lot of ESG propositions, but we actually can make money, and it's not going to be 50 years from now. It can be very quickly. And that's few and far between on many other projects that I'm seeing today. And I think this is steeped in sort of middle America values about grit and hard work and how technology can change the country and change the world. And so, that's been a message that's been very receptive to really investors of all stripes.

Brian Kenny: Shai, are you seeing any kind of movement in this direction as more firms start to open up funds that are looking at ESG-based operations?

Shai Bernstein: ESG has taken a front and center place to many, many organizations. What's interesting in the case of Rubicon is that you are basically using the technology and a business model that allows you to address sustainability issues, while at the same time, provide cost savings and profitability to your clients. So, I think as basically climate change is becoming increasingly more and more integrated into our daily lives, we're going to have to find more opportunities along these lines, that basically allows us to align perfectly the incentives of businesses with the environment. And the only way to align incentives is by allowing businesses to be profitable off their actions that also benefit the environment.

So, I think that Rubicon is such an example where the technology and different way of thinking about an old industry enables to marry these two things together, both profits and sustainability. And I think that this is going to be front and center in terms of thinking about innovation, along the lines of ESG and sustainability, that allows us to make sure that firms truly internalize these important topics through the bottom line.

Brian Kenny: This has been a great conversation. As we start to wrap up here, I have one more question for each of you. Let me start with you, Nate. You've had an opportunity to visit when the students have discussed the case. And I got to think that's kind of a weird, it's got to be cool, but also a little weird, as they're talking about your situation and you're listening in. What has that experience been like for you? And have you learned any new ideas or different ways of thinking about things from the conversation?

Nate Morris: Oh, it's a wonderful experience. And I feel so privileged to come back and get to learn from some of the best and brightest students in the world when it comes to business and entrepreneurship, and especially get to talk to Professor Bernstein to get their thoughts, because they're really on the ground floor of the business discussions in our country and in our world. I always learn new things. I always get new insights, get new ideas. It keeps me fresh as an entrepreneur.

It is sort of surreal in a way to kind of re-examine these decisions. And you sort of think, "Well, could I have done that better? Or could this have been a little bit different?"

Brian Kenny: And Shai, let me ask you to wrap up here with telling us if there's one thing you hope the students walk out of the classroom remembering after you've done this discussion, what is that?

Brian Kenny: This has been a great conversation. As we start to wrap up here, I have one more question for each of you. Let me start with you, Nate. You've had an opportunity to visit when the students have discussed the case. And I got to think that's kind of a weird, it's got to be cool, but also a little weird, as they're talking about your situation and you're listening in. What has that experience been like for you? And have you learned any new ideas or different ways of thinking about things from the conversation?

Nate Morris: Oh, it's a wonderful experience. And I feel so privileged to come back and get to learn from some of the best and brightest students in the world when it comes to business and entrepreneurship, and especially get to talk to Professor Bernstein to get their thoughts, because they're really on the ground floor of the business discussions in our country and in our world. I always learn new things. I always get new insights, get new ideas. It keeps me fresh as an entrepreneur.

It is sort of surreal in a way to kind of re-examine these decisions. And you sort of think, "Well, could I have done that better? Or could this have been a little bit different?"

Brian Kenny: And Shai, let me ask you to wrap up here with telling us if there's one thing you hope the students walk out of the classroom remembering after you've done this discussion, what is that?

Brian Kenny: I want to thank you both for joining me on Cold Call today. It's a great case and I'm glad we had an opportunity to discuss it. So, Nate Morris, Shai Bernstein, thanks again for being on Cold Call.

Brian Kenny: I want to thank you both for joining me on Cold Call today. It's a great case and I'm glad we had an opportunity to discuss it. So, Nate Morris, Shai Bernstein, thanks again for being on Cold Call.

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