Every time you make a purchase, whether it's a tangible product or a service, you're casting a vote with your dollars for the type of company you want to support and the choices they make. So, what are you REALLY buying? Join host Kimberly Rhodes as she sits down with Jason Fried and David Heinemeier Hansson to explore the concept of "buying the company" as they dive into the diverse considerations that shape our purchasing choices. From supporting forward-thinking initiatives to valuing customer service and longevity, Jason and David illuminate what customers are truly investing in when opting for a smaller, bootstrap business like 37signals. Plus, a look at the ever-evolving nature of consumer preferences.Tune in for a thought-provoking exploration of the layers beneath purchasing decisions and valuable insights into crafting a brand that authentically mirrors your company's values. Check out the full video episode on YouTubeKey Takeaways: How you’re voting with your dollars when making purchasing decisions, and expressing support for a company's innovation, ease of use, company values, or a specific ethos.Companies that challenge the status quo and push boundaries can attract consumers who want to support forward-thinking and innovation.Consumers don't have to apply the same criteria to every purchase, allowing for flexibility in decision-making based on individual values and needs.A strong brand reputation can lead people to choose a product because they trust the company.Embracing the fluidity in consumer choices—people can change their minds based on evolving perspectives AND company actions. How you engage with your customers leaves a lasting impression and contributes to your company's reputation. Whether it's exceptional customer service, longevity, or a commitment to transparency, companies should actively promote the values that set them apart. Rework is a production of 37signals. You can find show notes and transcripts on our website. Full video episodes are available on YouTube and X (formerly known as Twitter).If you have a question for Jason or David about a better way to work and run your business, leave us a voicemail at 708-628-7850 or email, and we might answer it on a future episode.  Links and Resources:Rework bookBooks by 37signals37signals Introduces ONCE | REWORK Introducing ONCEBlue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant Sign up for a 30-day free trial at Basecamp.comHEY World | HEY The REWORK podcastThe 37signals Dev Blog37signals on YouTubeThe Rework Podcast on YouTube@37signals on X