Member-only story
You Know Costco. You Probably Don’t Know The Marketing Genius Who Built It.
How one low-key CEO turned simplicity into a $200B brand strategy.
Everyone knows Costco.
The giant trolleys. The weekend chaos. The $1.50 hot dog that somehow still exists in 2025.
But hardly anyone talks about why it works.
Or more specifically — who made it work like this in the first place.
Jim Sinegal.
That name might not ring a bell for most of you.
And honestly? That’s kind of perfect.
While other CEOs were out chasing headlines, Sinegal was quietly building something that didn’t just sell — it earned loyalty.
Decades-long loyalty.
No flashy slogans. No hype machine.
Just a clear-as-day focus on value, trust, and doing right by the customer. Every. Single. Time.
This isn’t some feel-good tribute piece.
It’s a reminder that some of the best marketing isn’t loud.
It’s consistent. Relentless, even.
If you care about building a brand that lasts longer than the next ad campaign, keep reading.
