When brothers Shep and Ian Murray cut their ties with Corporate America to start a little company on Martha's Vineyard in 1998, their motivation was clear: "We're making neck ties so we don't have to wear them." Little did they know that the business they founded, Vineyard Vines, would become a darling of the fashion industry and a household brand name around the country. Today, the company best known for its smiling pink whale logo offers much more than their signature neckwear. That "little" privately-held business has grown tremendously since its launch and currently has more than 90 physical retail locations and a highly successful eCommerce business. I met the team at Vineyard Vines while doing research about data-driven marketing technologies for my book, Marketing, Interrupted, and was able to learn firsthand about the company's beginnings, and what has made them so successful today.