A new approach to marketing thinking.

Say goodbye to generic case studies and hello to a world of new perspectives.

Spotlight

Latest Inspiration

80% idea, 80% execution

An idea is only as good as the way it's expressed.

Advertising DOES work on me

Ads can stay in our heads forever, even if we never buy the brand.

Bad market research

Lazy thinking makes it hard to gauge public opinion.

Bothism

In a world of binary thinking, we forget that opposites can co-exist.

Clever innovation

Creative ideas for growing a brand.

Comparative advertising gone wrong

Showing another brand is a clever way of proving superiority, but only if it's clear who is advertising.

Consumer first thinking

Catering to the needs and behaviours of real people (not marketers).

Creativity copies

Forget true originality. Creativity requires external inspiration.

Culture shaped by marketing

Brands largely fail to tap into culture - but a rare few shape it forever.

Cursed success

Awards aren't always beneficial.

Do things that don't scale

To get big you first need to think small.

Easy preferred to best

We like decisions that require little effort.

Familiarity bias

We like what we know, regardless of merit.

Framing effects

Value is a matter of perspective.

Friction as a force for good

In a world of seamlessness, brands can stand out by making life hard for consumers.

Goodhart's law

When a measure becomes a target, it ceases to be a good measure.

Great expectations

They have the power to shape our reality.

Humans behind the data

Numbers are objective, but the people who make them are not.

Inferring meaning where none exists

We use complex theories to explain events, but the truth is more straightforward.

Innovating by saying no

Rather than expanding and diversifying, brands are often better off limiting their options.

Intelligent naivety

It's easy to break category norms when you don't know they exist.

IRL will never die

The internet gives brands unparalleled freedom, but nothing beats the in person experience.

Joy of constraints

Forget creative freedom - the best ideas come from restrictions.

Magical language

Words don't just describe our thinking. They shape it too.

Making data concrete

Numbers only come to life when they are relatable.

Marginal gains

Small changes make a big difference.

Misleading metrics

Don't take statistics at face value.

Moments that matter

Not all behaviour is linear.

Myths that aren't true

Our understanding of the world is often based on fiction.

New normal that never was

Covid-19 changed our behaviour forever...or did it?

Old School Behavioural Science

The field was created in the 2000s, but its principles are centuries old.

Penetration led growth

Examples of brands expanding their usage occasions.

Perverse incentives

Be careful what you wish for.

Power laws in the wild

A lot do a little and a little do a lot - and a reminder that averages can be meaningless.

Power of brands

Brands - both people and products - are the ultimate trendsetters.

Power of distribution

Less celebrated than ads, but vital for brand growth.

Products of our environment

Our behaviour is shaped by forces outside our control.

Random legacy

Our rules and frameworks have odd origins.

Redefining the category

Categories are artificial creations, and they can be re-shaped for success.

Revenge marketing

Examples of brands built out of spite.

Say doesn't equal do

Our actions reveal what we really feel.

Selfish innovation

The best source of inspiration is our own frustrations.

Shifting status symbols

The way we show off has evolved over time.

Social desirability bias

We care deeply about what others think.

Tech is neutral, but we are not

Human subjectivity still dictates how technology is used.

To speak to many, speak to one

Reaching a mass audience first requires sharp focus.

Topsy turvy behaviours

Humans have a knack for behaving in unexpected ways.

Topsy turvy business models

Businesses have surprising revenue streams.

Veblen goods

Cheap isn't always good: we want some things to be expensive.

When fiction becomes reality

Film and TV aren't just for passive viewing - they have the power to shape society.

When history rhymes

Nothing is ever as new as we think.

You are not the consumer

The longer you work in marketing the more detached you become from the people you serve.

Advertising

Art & Design

Business & Brands

Consumer Behaviour

Film & Gaming

Geography

Innovation

Media & News

Music & Literature

Psychology & Science

Technology

Work & Education