We Used to Buy Things. Now We Buy Signals.
For much of modern economic history, purchasing decisions were grounded in relatively direct evaluations of utility. Consumers assessed products and services based on what they
The 30 day Google Ad Check-in
One of the most common points of tension in paid search happens around day thirty. The campaign has been live for a few weeks. Spend
Refferals, The Highest Converting Lead
Among all the ways a business can acquire customers, paid advertising, organic search, partnerships, outbound sales, and content marketing, referrals consistently outperform the rest on
Why The Brain Responds to Short-form Content
The neuroscience, psychology, and evolutionary logic behind our obsession with quick hits of information I don’t need to tell you that Short-form content has revolutionized
Patagonia’s Target Market: How Excluding Customer’s Strengthened the brand
Most brands approach targeting as an exercise in expansion. The prevailing assumption is that growth comes from widening appeal, lowering barriers, and capturing as much
The Cost of Ambiguity: How Unclear Strategy Quietly Erodes Profitable Businesses
Ambiguity as a Hidden Tax on Profitable Companies If revenue is steady, customers are coming in, and operations appear functional, most business owners don’t see