Beyond Great: Features of Today’s Legendary Companies

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While solid economic and financial performance may be an indicator of a “great” company, legendary status isn’t solely based on stock returns.

Companies such as Zappos, Nordstrom Inc., USAA, Costco and Lego stand out as legendary brands in the marketplace because they obsess about both the customer and the employee experience. Their customers recognize and celebrate them, and their employees engage and act as spokespeople for the business. In this sense, customers and employees alike become loyal promoters of the brand, and it is the combination of the two that makes for a legendary status.

There are five characteristics that

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