The Hidden Forces that Shape Behavior
The reaction our brain has to a really well-written character is the same as talking to somebody in real life.
“We Care” Is Not a Marketing Strategy
Nobody gets bonus points for clearing the basic bar, but most ads are celebrating mere table stakes.
Designers Are Losing The Will To Live!
When everyone’s post, flyer, or van wrap has the same AI generated feel, it becomes a problem.
The Future of Creativity: AI, Art & the Heart
AI can emulate the habits of the greats. But does it say what they would have said? Does it move you?
You Can’t Handle Different
You want a breakthrough idea that a focus group approves. That's not truly different.
The Attention Equation: Story, Trust & Timing
Most owners do this backwards. Humans love to reciprocate, so start by giving a gift.
Kindness Is Free
Observations after 3 decades of returning to my Happy Place. Why does everyone line up for Tommy's Hot Dog stand?
Why Great Brands Are Unreasonable
Most people have no idea the Pirelli calendar exists. That may be part of why it works.
Don’t Be Too Efficient
We forgive big companies that treat us like cattle, but at a small company, it can destroy all faith and trust.
The Truth About Raising Prices
Sometimes the market knows your worth before you do. But push prices too far and people stop believing you’re fair.
How Being Specific Makes You More Persuasive
Naming details takes guts and makes you trustworthy.
Why Explanation Doesn’t Create Desire
People do not move through the world as neat little logic machines. They are running. Distracted. Hopeful. Insecure.
Repetition is the SECRET to Memorable Advertising!
Repetition is the hill we'll die on. Repetition is the hill we'll die on.
I Love Southwest Airlines
My plane jolted into the grass, off the runway. What they did next is a lesson to owners everywhere.
Why Your Ads Aren’t Working
You're talking about the wrong person. It's about listeners. It's about empathy.