Beyond Great: Features of Today’s Legendary Companies

by Soren Eilertsen, Ph.D. July/August, 2017.

Great is really good when you’re an organization. But aspiring to make legendary status is another level.

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 …

Continue reading this article by viewing the PDF version as published in the July/August 2017 issue of Workforce Magazine.