Welcome to Morro. We help mission-driven founders build for lasting change.

A visionary product can change the world, but it doesn’t happen all at once. The iPod succeeded because iTunes launched first. Finding the right starting point and sequencing— without compromising on the vision — is key for both sustainable growth and for gradually shifting cultural expectations toward that future state.

Truly novel products often require behavior change, or at the very least, openness to trying something unfamiliar. It’s crucial to carefully guide people through their early interactions with the product — first, to make sure they experience its full potential, and then, to work it into their routines for repeat engagement.

In the drive to scale, too many excellent products lose the signature experience notes that keep their most valuable customers coming back. Short-term growth shouldn’t come at the expense of longevity. In the long term, deepening the experience of engaged users matters just as much as attracting new ones.

Breakthrough products don’t just compete for a slice of the pie — they expand what’s possible. By tapping into clusters of unmet needs, it’s possible not only to capture market share but to reshape expectations, redefine a category, or even create one. Look beyond where others already play to not just add something to the landscape, but to change the landscape itself.