Beloved companies create an indelible bond with customers. They become a part of their lives. Their devoted customers grow their business for them; telling everyone they know on Twitter, Facebook, LinkedIn, and hundreds of Web sites that these companies are worthy of their business.
What is behind achieving beloved status? Two years of research led me to this: these companies earn the right to grow and prosper because of the anguish, thought and purpose that they put into decision making. The actions that come from their decisions set them apart. Beloved companies weave their humanity into every decision they make, connecting who they are as a people with the decisions they make in how they run their business.
Five decisions comprise the backbone of how beloved companies conduct themselves in business. Here they are…
