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Hi Reader,

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Clear organizational identity isn’t just a nice-to-have—it’s a strategic advantage. When leaders make their identity clear and actively integrate it into how they operate, it creates alignment, builds trust, and drives long-term success. Few companies demonstrate this better than Costco.

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At Costco, identity isn’t just words on a wall—it’s deeply embedded in how they operate. Two of their guiding principles, Take Care of Our Members and Take Care of Our Employees, shape every decision, from pricing strategies to employee benefits. The results? Industry-leading customer loyalty, employee retention, and business performance.

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1. Taking Care of Members = Industry-Leading Loyalty

Costco understands that trust is the foundation of its business. By committing to top-quality products, the best prices, and an unmatched satisfaction guarantee, they’ve built a fiercely loyal customer base:

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✅ Top in the industry: Costco scored 82 in the 2023-2024 American Customer Satisfaction Index (ACSI)—higher than any competitor.
✅ Highest Net Promoter Score (NPS) in retail, showing members consistently recommend Costco over competitors.
✅ Unmatched customer loyalty: Analysts rank Costco as having the most loyal customers of any retailer.

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2. Taking Care of Employees = Long-Term Growth & Retention

Costco invests in employees because they understand that a thriving workforce fuels a thriving business. Their commitment to fair wages, internal promotion, and career development has created an industry-leading workplace culture:

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✅ Higher pay: In 2024, CEO Ron Vachris announced Costco’s average hourly wage exceeded $30 per hour—over $5.50 above the retail industry average.
✅ Unparalleled retention: Over 50% of employees have been with Costco for five or more years, and 34% have stayed over a decade.
✅ Internal growth: 85% of warehouse managers started their careers at Costco, demonstrating their commitment to employee development.

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What This Means for Your Organization

Costco’s success isn’t an accident—it’s the result of a clear and activated identity that informs every decision they make. When your identity is clear, it becomes a powerful guide for both your strategy and your culture.

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We believe that a strong identity isn’t just a tagline—it’s a lever for creating an organization where people thrive and business excels. The 6 Levers Framework helps leadership teams clarify and activate their identity so it moves beyond words and into action.

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If you want to ensure your identity is a driving force behind your success, you can read more in At the Heart of Work or book a call to learn how we can guide your team through clarifying its Identity.

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—Shaun and Joe

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