Every great company wants loyal customers. The really great ones want believers. This week, we look at what happens when a business stops selling you a product and starts selling you an identity. From Amazon’s “Day 1” disciples to Tesla shareholders defending Elon Musk like family and OpenAI employees threatening to walk out with Sam Altman, the biggest companies in America have figured out something Wall Street can’t put on a balance sheet: tribal loyalty is incredibly valuable. But now the tribes are wearing political jerseys, CEOs are becoming symbols, tickers are becoming flags, and buying a car, drinking a beer, or choosing an AI company can somehow announce what team you’re on. Totally normal stuff. Welcome to the cult economy. Pick yours carefully.

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🔗 Resources:

Amazon Leadership Principles (Amazon)

2025 Annual Meeting — Elon Musk Compensation & Shareholder Vote (Tesla)

OpenAI Announces Leadership Transition — Sam Altman (OpenAI)

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