"Your mom.

"That's whom Eric Kinariwala wants his online pharmacy, Capsule, to feel like.

"'Everybody needs some looking after sometimes,' Kinariwala says on Inc.'s What I Knowpodcast. 'That's what we've really built the whole business around.'

"He says if your mother were a pharmacist, and you were her only patient, she would make sure you knew how to take your medication. You could text her with questions. She'd make sure you got the best price. She'd make sure you never ran out. And of course, she'd bring it right to your door. 'Digitizing that idea has always been the driving force of the consumer experience and the brand and what we set out to do in the early days,' Kinariwala says."

Article: Capsule CEO: Make the Friendliest, Most Human Brand Possible