The document discusses 7 simple concepts for building a likeable business: listen, be responsive, tell stories instead of selling, be transparent, be authentic, work as a team, and be grateful. It provides examples and advice for each concept, such as listening to staff, customers, and fans; responding quickly using LAST (listen, apologize, solve, thank); telling company stories through various channels; being vulnerable and truthful; embracing authenticity; hosting team-building activities; and expressing gratitude through handwritten thank you notes. The overall message is that incorporating these social concepts can help a business become more likeable.