What accounts for the amazing success of Apple and Starbucks? They both connect with users on an emotional level. This "secret" is evident to anyone who looks closely, and you can apply it to succeed with your own company and improve your own life. Apple was a struggling computer maker until the 1990s, when Steve Jobs returned. Jobs connected with the user base in a new way. Customers loved him -- he created an emotional connection with the company. That emotional connection helped Apple grow rapidly, even with several missteps along the way.