Obsessed: Building a Brand People Love from Day One

If you’re launching a particular business, you can be sure that someone else is too.

Ultimately, their alignment with these brands says something about themselves.

These are businesses that understand that every single consumer interaction—from talking with customer service, to shopping on a website, to reading an interview with the founder—counts as “brand.”

the difference in success largely boils down to brand.

People aren’t making choices based on what their parents always bought—they’re seeking out companies that align with their core beliefs and to which they can relate on a human level.

Brand should be the ongoing, guiding force that drives how a business behaves.

brand is an engine that drives business growth, and the sooner businesses incorporate brand thinking, the more set up for success they’ll be.

Brand needs to be ingrained in a business’s very reason for being, which is why it’s so important to get it right from the beginning.

The single most important question we ask in our first conversation with founders is not how their business works, or who their competition is, but what the problem is that they are solving for people.