[kasterma]

"The first thing we always do is make slight modifications to what we already have."

rather contrasts with

"The next big difference is that we changed colors and went from cardboard to white to spark the interest of people walking by instead of automatically having negative associations that they have with cardboard and homeless people."

The second can (and in the context of the article maybe should) be tested. The small change is to make exactly the same text on the different material.