This is a must-watch, superbly-delivered message from a company executive to the company's customers.

Bob Taylor, co-founder & President of Taylor Guitars, explains the dire situation with ebony wood forestry. (Ebony has been sought after for thousands of years as the wood of choice for many musical instruments.) Even if you know nothing about guitars, this talk (13 min) is fascinating on any number of levels.

Can you imagine the executives of gas and oil companies (or any other company, including Apple) offering similarly authentic, plain, honest chats with the public about sustainability? If only.

More on Taylor and ebony here. Compare this to the story of the federal agents and their unannounced 2011 raid on another famous guitar company for allegedly using illegal ebony in their guitars.