What Separates Ethical Persuasion From Manipulation
If you don't believe in it, for the love of God, don't try to sell it.
How Do We Lose to Companies With Worse Service?
You've been perfecting the last 10 feet of a mile-long race as your competitors own the first 5,270.
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.
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?
The Attention Equation: Story, Trust & Timing
Most owners do this backwards. Humans love to reciprocate, so start by giving a gift.
Why Great Brands Are Unreasonable
Most people have no idea the Pirelli calendar exists. That may be part of why it works.
What Magicians Teach Us About Marketing, Trust & Attention
People don’t want to be pushed. They want to be understood.
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.
Why 80% of Businesses Are Running on Broken
Your brand has a story. The question is whether it's true.
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.
I Love Southwest Airlines
My plane jolted into the grass, off the runway. What they did next is a lesson to owners everywhere.
Irresistible Marketing – Why Stories Sell & Facts Don’t
Gurganus was right. Stories only happen to people who can tell them.