9. To communicate with customers in simple words and to show care

At Xiaomi, marketing staff are asked to understand their products as thoroughly as their engineering colleagues in order to explain them in simple words. The company encourages its customer representatives to bring in true feelings and care into their services.

Once, a shop assistant gave a hand-made mobile shell with green paintings to a customer who he believed to be quite blue.

Lei Jun, CEO of Xiaomi, launches the company's latest model and presents new features in Beijing, July 22, 2014. [Photo/IC]