At around this same time, a new kind of corporation began to rival the traditional all-American manufacturers for market share. These were the Nikes and Apples and, later, the Tommy Hilfigers and Starbucks and so on. These pioneers had a different model: Create a transcendent idea or brand surrounding your company. Use it to connect with consumers who share its values. Then charge a steep premium for products that are less about the objects themselves than about the profound human desire to be part of a tribe, a circle of belonging.
