This document discusses unicorns, which are defined as developers, fanboys, early adopters, hackers, and community members who are passionate about a product. Unicorns are valuable for their community support, institutional memory, beta testing, potential as future employees, and passion. However, supporting large numbers of people can be difficult due to increasing support costs, divergent views, and development time. The document suggests empowering unicorns by making them forum moderators, allowing them to write blog posts, giving them early access to features, and rewarding them with presents. It also advises iterating the product, API, and community based on unicorn feedback.