Ideas
Thinking out loud.
We write when there is something worth saying. Mostly about why people behave as they do, which rarely matches what they say. No schedule, no filler.
Behaviour
Your customer doesn’t care about your funnel.
Most customer journeys are built from the inside out. We start with our product.
Behaviour
The strawberry yoghurt principle
I’m standing in the dairy aisle. Someone next to me reaches for a high-protein strawberry yoghurt. No obvious hesitation.
Behaviour
How to make gamification work in marketing
Gamification works. Not just because it’s fun. Because it taps into something deeper than fun.
Behaviour
Your generation doesn't exist
Millennials stopped drinking beer. Gen Z ghosts phone calls. Boomers still read newspapers.
Branding
Does your brand sound like a machine?
Scroll long enough and it starts to blur. You notice the tone first. Friendly, helpful, a bit witty.
Digital & AI
Google Shifts the Search Paradigm
At I/O 2025, Google rolled out what looked, on the surface, like a series of polished AI upgrades.
Behaviour
There’s only so much a nudge can do
You put the healthy snack at eye level. You make the button green. You tell people what others are doing.