People talk about “customer obsession” like it’s a virtue.
It’s not.
It’s a trap.
Blind devotion to residents leads to bad decisions, weak margins, and exhaustion.
Excellence, however, is sustainable.
Excellence creates trust.
Excellence delivers delight without desperation.
The best brands don’t chase customers.
They magnetize them.
They enrich their lives.
Amazon isn’t great because it’s obsessed with you.
It’s great because it’s relentlessly excellent.
Tesla doesn’t win because it bends to every customer’s whim.
It wins because it executes with precision.
Customers want to feel prioritized, not pandered to.
People-first cultures don’t mean customer-last.
They mean creating an environment where excellence thrives.
Because when your team thrives, customers win.
The goal isn’t to obsess over customers.
The goal is to be so excellent they can’t ignore you.
“Customer obsession burns you out. Excellence builds you up.” — Mike Brewer