To build a great brand, do one thing right

From Get One Thing Right by Andy Dunn:

Consumers don’t need many things from your brand —they just need one thing from your brand. You may want them to need everything from your brand, but guess what: consumers don’t care what you want. Your job is to care about what they want, not what you want them to want. The difference between the two is the distance between a customer-centric company and an ego-centric company.

If you’re not careful, the mentality of you wanting them to buy everything from you could lead to them buying nothing from you.

Make one thing great. Get one thing right. That earns you the right to go from product one to product two.

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