Many of the most successful brands have been built on obsession. Howard Schultz and Starbucks are obsessed with good coffee. Tony Hsieh and Zappos are obsessed with customer service. They refused to compromise, even when pressured to change.
But there is a fine line between obsessive and obnoxious. We buy into the obsessions of Starbucks and Zappos, but for other brands we just think they are being obnoxious when they won’t bend the rules. The only difference between someone who is obsessed with their coffee and someone who is obnoxious about their coffee is the perspective of the customer.
Obsession is essential to building a strong brand, but conveying the message of why is just as important. If people can’t buy into the why of your obsession and, more specifically, how it relates to them, your stubbornness will hurt you, not help.
