Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek. 

Of late, ruthlessness has been a bit of a thing.

Many people are looking after number 1. Anyone who doesn't so much as resemble someone of their own number is regarded as a foe.

There can only be so many in the exalted elite, after all.

Yet along comes Ikea to show how a simple human gesture can mean so much.

Ikea's staff in Catania, Italy looked outside one day and saw stray dogs lurking in the cold and the wet.

Instead of calling some member of local authority to remove the dogs, the store opened its doors.

A video posted to Facebook by Vittoria Taccia Gabrielli, shows the dogs lying around the store as if they're at home.

They lounge on the rugs. They even get some sleep. ​

The dogs receive daily food and pampering from Ikea's employees and customers. Some dogs have even found a family, going home with customers.

Many, of course, have gravitated toward recognizing Ikea's beautiful gesture.

When other businesses would have got rid of the dogs, claiming that they disturbed customers, this Ikea demonstrated a different attitude.

It's kindness personified, certainly.

Think, though, about the business Ikea is in.

It wants to sell you on the simple changes you can make to turn your house into a home.

Yes, it sells furniture. It also sells an emotional idea. 

What could be more appropriate than making your wares feel like they're part of a warm home?

And what greater symbol of warmth than a real-life dog lying there, happy?

By performing their own version of Who Let The Dogs In?, these Ikea employees are saying so much not only about themselves, but the store they work for.

That's what a strong brand can do. And that's how a strong brand gets stronger.

Published on: Nov 19, 2018
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.