In 1970, four friends began operating a 1,300-square-foot health food store in the metro Los Angeles city of Canoga Park, Calif. They called the store “Follow Your Heart,” a name that summed up their business philosophy to always remain true to their ideals—even if doing so flew in the face of conventional retail wisdom.Over 40 years, one major move, one violent earthquake and a Whole Foods-dominated generation later, the store is still governed by the same principles, offering proof that following your heart can indeed lead to both personal and financial success.

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