How do two brothers, sitting at the kitchen table making and marketing fishing flies via classified ads, grow to become "the World's Foremost Outfitter?" By going out of their way to deliver a remarkable shopping experience, in their stores, online, via mail order, etc. Cabela's customers are made to feel that the business exists for them, not the other way around. Got a question? They'll take as much time as needed to answer it to your satisfaction. Have a problem? They'll do whatever it takes to fix it. Don't like something you bought? Return it. No questions asked. They don't just guarantee their products; they guarantee your satisfaction with them. Period. They even pay the shipping when you return something you don't like. What's not to like about that? A couple years back I traveled on a Saturday to a Cabela's store some 95 miles away and bought a few things. Returning home late that day, I was dismayed to find a postcard from Cabela's with a special offer, $50 off a purchase of $150 or more. I called their toll-free number, the rep told me to call the store and they'd make it right. I did. They did. The store manager credited $50 to my account. They could have come out better on that transaction. Instead, they chose to cement the relationship by loving their customer. Don't know how much I've spent with them over the years...or how many times I've recommended them, or recommended their Cabela's Club Visa card. Lots, to be sure. So, I am a Cabela's customer-for-life. And I'm glad those two brothers persisted with their fly-tying enterprise. The world is a better place because they did.