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The Cult of Costco

Sounds Like A Cult

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The Cult of Costco: Leadership and Identity

This chapter explores the charismatic leadership of Sol Price, the founder of Costco, and the cult-like loyalty surrounding brands. It scrutinizes the intersection of personality traits and consumer identity, revealing how membership in organizations can foster a sense of belonging and influence self-perception. Through humorous anecdotes and thoughtful critiques, the discussion highlights the complex dynamics of ambition and community in the retail landscape.

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