The Chinese Bamboo Tree

Building a consumer brand today means building in public. Our competitors are visible at all times. Their launches, new retail accounts and follower growth on IG (ie “community”) are easy to see. It is instinctual to look sideways and measure progress against others. It can feel especially discouraging when someone newer purportedly is moving faster.

But growth is rarely linear. What looks like overnight success is usually the result of years of quiet effort. The public only sees the outcome, not the work in progress. Comparison becomes dangerous because it shifts attention away from what actually builds something lasting. Once focus drifts outward it becomes harder to trust your own pace.

When this happens I try and return to the story of the Chinese Bamboo Tree.

For years the Chinese bamboo tree shows no visible growth. It is watered and cared for daily. Nothing appears to change. Then in the fifth year it grows rapidly in a short period of time. This is what people call overnight success. What they do not see are the five years of growth that came before it.

The growth was never sudden. The tree spent years building a deep and resilient root system beneath the surface. Without that foundation the growth would not be possible.

This mirrors how meaningful brands are built.

The early stages are often spent refining values, product integrity, and long term vision. You are learning your customer. You are building trust slowly. You are making decisions that will not pay off immediately but will matter later. Much of this work is unseen, yet it determines whether growth will be sustainable when it arrives.

We live in a culture shaped by instant gratification with social media being the biggest culprit. It rewards speed, visibility, and constant output. Our brains are trained to seek quick signals of validation. This stands in contrast to how real progress is made. Long term growth requires patience and most importantly, faith.

At the same time social media is often a necessary tool for consumer brands. It can create awareness and connection when used intentionally. The challenge is not whether to use it but how to engage with it without letting it dictate self worth or distort timelines.

At Caftari we believe growth begins beneath the surface. Just as scent works quietly on the nervous system, shaping mood and presence before we consciously notice it, the most important work often happens out of sight. We focus on building with intention rather than urgency. On creating products that support regulation, calm, and consistency rather than quick spikes of attention.

If you continue to care for what you are building, even when progress feels slow, it will grow. Not all growth is visible at first. Some of the most meaningful transformations are meant to take place quietly.