I truly, deeply believe that if you become a worthy company, you will earn the deep love and respect of your customers and fans.
This is what you should aspire to be. It’s the greatest thing you can accomplish as a businessperson.
You don’t need to be some super-sexy new startup. Zappos does it with shoes, Southwest does it with air travel, and Rackspace does it with hosting. These are boring businesses — that we care for deeply. Watch these folks in tears about Fiskars scissors: