Obsessed: Building a Brand People Love from Day One

And armed with this intel, you’ll never look at what it means to launch a business—or at your personal product obsessions—the same way again.

The problem is that you can have an amazing product, and a big vision, but without a focus on brand from the beginning, it’s going to fall flat.

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

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

It never seems like they’re trying to sell you something, or convince you of something; instead, it feels that you’re in a relationship based on a shared set of values.

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.”

days. These are the ones who come out swinging, and it isn’t long before people have a hard time remembering the world without them.

look at how tension and surprise play a critical role in today’s brand playbook.

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.