Years ago, when I was looking for the organization which most closely fit my values, I started noting down particular mission statements, company manifestos, “who we are” paragraphs, and statements of purpose that I found particularly compelling.  Over the years it has evolved from a spiral notebook to a spreadsheet, but the reasoning remains.  A clear, well-stated, and passionate explanation of who you are as a company/organization/group will attract others who feel equally passionate.

After a recent spate of  #dogsofthinkgeek, photos on my feeds, I started looking into ThinkGeek for more than Christmas presents and self-indulgences.  Because dogs, and companies that welcome dogs, are my kryptonite.  Combine that with merchandise that is smart, occasionally sly and snarky, unabashedly enthusiastic, at a variety of price points, and I’m all in.

Poking around their company pages, I came across their Manifesto, and it is brilliant in so many ways.  Clear, funny, passionate, welcoming, and very smart.  Almost every person I sent it to agreed – it made them want to go to work there, whether or not they even knew of ThinkGeek previously.

In three clicks, I went from a casual customer to an advocate.  All it took was a few pictures of dogs, some geek dresses (with pockets!), and the ThinkGeek Manifesto.  What other companies do you know of that do an excellent job of stating who they are and drawing people to them?  My spreadsheet wants to know.