We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better.
Our heroes are human heroes. That's a very new situation. Most other societies have had, right at their center, the worship of something transcendent: a god, a spirit, a natural force, the universe, whatever it is -- something else that is being worshiped. We've slightly lost the habit of doing that, which is, I think, why we're particularly drawn to nature.