But taken a step further, I believe the future consumer companies won’t just be open platforms. They will be inclusive groups with a deep shared ideology. They will be cults.

The research indicates that Americans today are seeking connection with others who share their values. But they’re not involved in communities that typically provide deep ongoing connection, membership, and life-honoring rituals. Best-selling author and marketing guru Seth Godin writes that people today want connection more than material things. He

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