When it comes to storage supplies, Kip Tindell, founder and CEO of the Container Store, has all but cornered the market. For Tindell, the secret to the company's success is creating a brand and products that customers emotionally respond to.
Tindell's goal for the company was to provide customers with one-of-a-kind products that would not only save customers space but also time.
"We are trying to get what we call "the customer dance" one customer at a time ... to where you like your pantry so much that you do a little dance every time you open the door," Tindell said.
Customers who fall in love with these space-saving storage materials will share that emotion with family and friends, and it will become contagious.
"You can do that with something as pedestrian as a trash can." Tindell said, adding, "That trash can sits in the corner just perfectly; it's the right color, you love the way it's shaped, that pedal opens and closes, and you're kind of proud of your trash can. You know, you are getting emotional there, and that's what we try to do."
For the Container Store, it's not just important to have the right supplies, but to get them at an affordable price and from a staff of excellent workers.
"It's pretty necessary to have a lot of love in your business if you're going to do well. Our customers don't like the Container Store, they love the Container Store. Employees don't like their jobs, they love their jobs."