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

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

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.

the difference in success largely boils down to brand.

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.

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

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.