Apple, Google, Zara and Starbucks are just a few examples of what Jesús Vega calls sexy companies and he believes that they are the only ones that will survive the current transformation of the business environment. The company of the 21st century must be seductive, it must make its customers fall in love with it and it must keep the passion going. It must capture, involve and hook its customers, employees and investors. It must make everyone fall at its feet, turned on by the way it does business as well as its charisma and magnetism. Jesús Vega, a Director of Human Resources at Grupo Inditex between 2000 and 2006, analyzes the specific examples of companies that have managed to establish that romantic relationship with their clients and reveals the secrets, methods, techniques and procedures they use to help to generate lasting emotional attachments with their workers, customers and the market in general.