Obsessed

THE WHY TEST Why does it matter to people that their horses are slow? “It takes me too long to get places and I can’t travel very far.” And why does that matter? “I spend more time getting myself places than enjoying my life and accomplishing things.” And why does that matter? “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!” (Location 299)

Remember: Consider each of your functional benefits, and how they can credibly ladder up to a unified emotional story. Identify all the things you will do to improve people’s lives, and then figure out how people will feel as a result. (Location 731)

Its message was simple but powerful. With an infographic released on Tumblr that quickly went viral, Everlane outlined the actual cost of producing a designer T-shirt and compared it to the typical fashion markup. (Location 779)

Remember: It’s not just about how you want your brand to be seen. It’s about connecting your brand to how people see themselves. (Location 1030)

Yes, the ingredients are fresh, the recipes are inventive, the dressings are delicious; without all that, Sweetgreen would not have gotten off the ground. However, the brand doesn’t stop there. The founders set out to change people’s relationship to their food, with the mission to “inspire healthier communities.” Sweetgreen’s definition of community is wide-ranging: it includes the farms from which the company sources its ingredients, the neighborhoods where it opens stores, the company’s employees, and of course the customers, with the brand at the center creating a positive ecosystem. Its mission is infused throughout the entire experience, defining the in-store experience, the digital experience, and all of the brand’s activity. (Location 1090)