Building a good company means connecting with your customers. Good product people are generally the ones who understand this, but it isn't just limited to the products themselves.

I'm looking for new running shoes, and the REI in San Francisco is close to me and has what I want in stock. I pulled up their address page, and noticed this.

The important information is the address and hours. It's in the middle of San Francisco, a major urban environment. Maybe offering cross streets, or the nearest MUNI or BART stops would also be helpful. But they're an outdoors-y company. So they put GPS info on there. It's not necessarily the best way to navigate there, but it's a nice hat tip to the type of person that's going to shop at an REI.

These cultural nods, whether it be to direct customers, partners, or anyone else, help the connection along. It's a nice way to say "Hey, we get each other. When it comes to those thousand little decisions that affect compatibility, we're going to match up better than anyone else."

How can you form a better cultural connection in your business?