As consumers, we love companies and brands who stretch toward us, to make our experiences feel like they understand us, how we want to do things and on our terms.

This is how a good brand is created. It starts with a product or service aimed first at how the customer user thinks and wants to experience things, then builds around it.

Starting with the customer and working backward is the way to go. If you’re going to delight them, it’s critical to understand them, their needs. Ask them what they want. And know the data points to support your assumptions.

“Your brand is what people say about you when you are not in the room” – Jeff Bezos