Obsessed: Building a Brand People Love from Day One

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

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.

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.

In most cases, UX is now more about elegance and simplicity than a major overhaul of how people are accustomed to having things function.

Problems are the most effective springboard for innovation.

In order to drive success in today’s consumer landscape, brand cannot just be a layer that sits on top; it has to be baked into the business itself.

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.

“brand early, not often.”