Remember that being best in class isn’t about making grand declarations of intent. It’s really about the small decisions you choose to make throughout the day, every day, and the foundations upon which you build your business, your organization or your brand.

Before I go over the short list, it’s probably best that I go over this one little detail with you because you need to hear it now, before fear starts getting in the way of actually doing this: This little journey of yours,  it isn’t always going to go smoothly. Things aren’t going to work perfectly every time. Not everything you do is going to work out right the first time. And on a personal level, you’re going to fall short from time to time. It’s just part of the process and you have to accept that. Forgive yourself for it, even. But as long as you don’t make a habit of screwing up or falling short, you’ll be okay if you keep your eye on the ball.

Now that you know, here’s what building a lovebrand is all about:

It’s about choosing to be better, just because you can… and because you should.

It’s about never cutting corners or taking the easy way out.

It’s about being true to yourself and to those around you.

It’s about inspiring others to be better as well.

It’s about listening to your customers. Not just saying you do, but actually doing it, and proving it by giving them what they want.

It’s about not being afraid to make small mistakes every once and again.

It’s about changing lives. It doesn’t matter if you do it with a website or a book or a cup of coffee or a set of carbon fiber wheels or a pair of shoes.

It’s about choosing to say “no” to cynicism and corporate douchebaggery: Just do the right thing. Where there’s a will, there’s a way.

It’s about doing your best work every day, because the alternative… well… isn’t an alternative at all.

You want to build a lovebrand? No one is stopping you. Do it.

Step 1: Don’t believe the hype about how tough it is. Nothing could be easier. It’s all right here: Make the best products. Create the best customer experience. Craft the coolest ads, just for the fun of it. Through everything you do and offer, strive to inspire. Strive to change your customers’ lives for the better. Treat them like the friends they are instead of the sheep they aren’t.

Step 2: See Step 1.

Change the rules. Write your own. Become a legend.

Have a great Tuesday.