We all recognize it when we feel it. Some call it “enchantment”, others affinity, some even compare it to the same power we feel for a religious belief. The over-night waits outside of Apple stores every time a new product launches, Google’s ability to create entirely new lexicons and vocabulary that spans multiple generations, and Nike’s foundation of the skinny, long-distance running clubs that inhabit just about every city: the companies that have achieved a cult-like following are clearly doing something different, but what?

Jonas Ridderstråle, international bestselling author and innovative management thinker, says it doesn’t have to do with strategy or a 5-year plan; it is about creating something people believe in that has at its very core a dream.

Watch Ridderstråle in our video of the day and discover more!