Lisa Barnett sees a crowded future: more brands, more noise. “It’s going to be expensive for you to get customers, so how do you get people to care?” she says. She is co-founder and president of @littlespoon, a DTC startup that makes meals for kids and babies, and that word care is big to her. For a brand to stand out, Barnett says, it needs to inspire passion — and that means it should treat itself like a movement. “It’s rooted in a mission, and in solving and changing a reality you’re not happy with,” she says. Link in bio for how to make consumers feel that there’s something at stake.