A single entrepreneur or a group of like minded folks get together with a glow in their eye and manufacture something that makes the world just a little bit better simply because passion drove them to do so. You can tell these companies by the detail in their work. It goes into their marketing. It goes into their packaging. It goes into their product. They beat customer expectations in every thing they do not because they see profitability in it, but because their work is that personal to them. I know, it sounds like a load of bullshit… But it does happen.