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Is there any force in the money-making universe more profitable than that of a beloved brand? Some companies just seem to nail it so well that they create a direct pipeline into their customers’ bank accounts. And there’s nothing nefarious about this– the customers are more than happy, proud even, to fork money over to their dearly beloved.

Consider Whole Foods. I’m moving in with Whole Foods. (I love Whole Foods. I want to marry it. nails the way that so many people feel about this… supermarket? Who woulda thunk a grocery store could generate such passion. The writer takes some time out from her ode to Whole Foods to list a few generalized goals which any company could seek to apply to its business. Goals presented here, with my comments:

• cater to your niche (after all, it’s your niche which will care about and tout you the most)
• business is theater (I highly doubt that anyone really shops at Whole Foods for the food. They’re there for the feel-goodness of it all, the see-and-be-seen-ocity. They shop there because it makes them feel smart and cool.
• hire for attitude, train for skill (your employees make or break you, and you can’t ever make an employee care)
• let your fans spread the word digitally (go viral, young man!)