Problems are the most effective springboard for innovation.

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.

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

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.

There’s the part that people can see (important), and then there’s the part they feel (more important!). Leading brands are able to form deep emotional connections because they stand for something that people care about.

They seek to create a better experience that starts with their business model and extends to how they communicate and behave.

“Because I’m going to die pretty soon and I have so much I need to achieve first! I can’t waste my short life on the back of this horse!”

The brand idea, which shows how the brand is going to be the answer to this specific problem. This is a clear, singular statement about what the brand stands for at its core. It’s the explanation of why this brand will matter to people.

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