Obsess Over Everything
Obsess over what your customers want. Obsess over what the current trends are. Zara founder Amancio Ortega once said, “my fashion acumen comes from observing what people are wearing and listening to what they want. I don't base my inventory on fashion shows.” His company tracks bloggers and listens to customers instead. This allows it to be malleable, always adjusting to the current season's trends.
Tech companies also obsess over competitors when they should be focusing on customers. In the 2015 Amazon letter to shareholders, Jeff Bezos wrote: "Many companies describe themselves as customer-focused, but few walk the talk. Most big technology companies are competitor-focused. They see what others are doing, and then work to follow fast."