The Campaign That Worked for 20 Years Without Selling the Product
When Ted first walked into my office, he had a list. Three pages, single-spaced. Hours of operation, service bays, certifications, brands he carried…
24 November 2025
insights
From Paul Larche and The Divided Brain
These posts and blog articles explore the forces that really shape human behaviour, especially in business, branding, and leadership. Using the Old Brain/New Brain framework from The Divided Brain, I break down why people decide the way they do, and how that understanding can help you communicate with more clarity, influence, and impact.
Your Team Isn’t Resisting Strategy. It’s Resisting Uncertainty
I have led change initiatives that worked and change initiatives that failed. The ones that failed were not poorly designed.
20 November 2025
Why Framing Changes Decisions More Than Facts
The numbers are the same. The outcome is identical. The only thing that changed was the sentence. Patients in a famous study were given information about a…
16 November 2025
How Social Proof Can Build Trust or Trigger Panic
In March 2020, the S&P 500 lost roughly a third of its value in 33 days. Not because every company in America had suddenly become worthless.
11 November 2025
That Free Coffee at the Car Dealership Is Not Generosity
You walk into the dealership. Before you’ve looked at a single car, someone hands you a coffee. It is a small gesture. Completely routine. The kind of…
7 November 2025
You’re Not Being Lied To. You’re Lying to Yourself.
Nobody thinks of themselves as someone who lives in an information bubble. Every person who consumes exclusively one news source, or follows only voices…
7 November 2025
The First Number Always Wins. Here’s Why.
It was a client dinner, eight of us, at a steakhouse that understood exactly what it was doing. The menu opened with a dry-aged ribeye at $145.
2 November 2025
Nobody Wants to Be First. The Old Brain Wants to Be Next.
Nobody actually wants to be first. We say we do. We celebrate the pioneer, the disruptor, the bold early adopter. But when it comes to actual behavior…
25 October 2025
Why Some Brands Get Ignored at First Glance
Raymond Loewy was responsible for some of the most recognized visual identities in the twentieth century. The Lucky Strike cigarette package.
20 October 2025
Why Customers Decide to Trust You Before You Speak
There is a moment that happens before every sales conversation, every first meeting, every proposal review. It takes less than a second.
15 October 2025