What is CARE, Really?

CARE stands for Create A Rare Experience in every interaction, at every level, in every moment that matters.

The Problem CARE Solves.

CARE solves the tension between performance and humanity.

Employee disengagement ➡️ CARE gives people meaning, ownership, and momentum.

Short-term profits ➡️ CARE builds trust, performance, and sustainable growth.

Soulless Work ➡️ CARE brings purpose and pride back to the job.
Transactional brands ➡️ CARE creates loyalty that lasts by making customers feel heard and understood.

CARE isn’t Random. It’s Repeatable.

The CARE Flywheel is a roadmap for building a brand that customers believe in and employees want to belong to.

DIAL IN THE TEAM

When your people are aligned, inspired, and bought in, CARE ignites from the inside out. Hire for belief and shared values so every person strengthens the culture and amplifies the brand.

FOCUS ON THE CUSTOMER

Every customer wants to feel seen and understood. Rare brands don’t design from internal priorities, they build backwards from the customers. Every decision should reflect what matters most…to them.

EXCEED EXPECTATIONS WITH EVERY INTERACTION

Meeting expectations is forgettable. Exceeding them is unforgettable. You can’t exceed what you haven’t defined so CARE brands map the journey, target the moments that matter most, and deliver on them relentlessly.

WIN CUSTOMERS FOR LIFE

Transactions fade. Connection sticks. The smallest actions, the ones that truly matter, become the moments that echo and earn loyalty for life.

IDENTIFY OPPORTUNITIES TO BETTER SERVE THE CUSTOMER

Great brands don’t chase every idea. They choose the ones that sit in the Vortex, where passion, expertise, economics, and connection collide. At that intersection, momentum takes over and the next big move becomes undeniable.

INVEST IN THE FUTURE

The Return on Rare is what happens when connection compounds. It is the overflow that enables you to reinvest in your people, reward loyalty, and reimagine the future.

It all starts with Dial in the Team. The critical step is The Alignment Effect.

Join the CARE Movement today. Spark your flywheel before the moment passes. Momentum waits for no one.

“The true litmus test of Return on Rare lives in the connections we create through CARE.”

– Joe Hamilton

"Vortex sets the standard for a customer-first warranty program, there's no doubt about that!"

— Jake K., Distributor & OEM Sales
"Sunshine and High Fives"

"Vortex shows what it means to lead with positivity, bringing sunshine into every interaction and creating a culture where high fives aren’t just a gesture, they’re a way of life."
— Melissa L., Director of Business Development
“Customer care done right. Wisdom from a lifetime of putting people first.”

— Dave W., Founder & CEO
"The Best Customer Service I've Ever Experienced"

"Vortex's customer service is the best I have ever experienced. Pretty much my go-to for all optics. Cannot say enough good things about them!"
— Ken H., CPA
"True Leadership Is About Caring"

"Leadership doesn’t 'have' to truly care, but when they do, it changes the hearts of those who serve them."
— Will V., EDI Integration Architect
"Why Family Businesses Thrive"

"Attention business owners – this is Leadership. This exemplifies why family businesses thrive. Generational wisdom cannot be learned in textbooks or seminars; it’s lived every day.”
— Tate G., Co-CEO
"People always ask me if the culture here at Vortex Optics is as good as they’ve heard it is."

"I can confidently say, it’s even better than what they’ve heard."
— Brandon S., Product Development & Sourcing Manager