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.
Branding Strategy Insider
Branding Strategy Insider is recognized globally by marketers and educators as one of the leading sources of insight, inspiration, and innovation in branding—and I’m honoured to have my work included in that conversation. Read it here.
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…
Nobody Wants to Be First. The Old Brain Wants to Be Next. Read More »
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.
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.
Why Customers Decide to Trust You Before You Speak Read More »
Your Customers Are Not Trying to Win. They’re Trying Not to Lose.
Most sales strategies are built backwards. They are built on the assumption that customers are motivated by gain. Better features, higher returns, improved…
Your Customers Are Not Trying to Win. They’re Trying Not to Lose. Read More »
More Options Mean Fewer Sales. Here’s the Counterintuitive Proof.
The study is deceptively simple. Researchers set up a tasting booth at a grocery store and offered shoppers samples of jam.
More Options Mean Fewer Sales. Here’s the Counterintuitive Proof. Read More »
Stop Asking Your Customers What They Want. They Don’t Know.
Billions of dollars in market research rest on one faulty assumption. The assumption is that if you ask people what they want, they can tell you accurately.
Stop Asking Your Customers What They Want. They Don’t Know. Read More »
Apple Has Been Four Companies. Here’s Why That Worked.
Think about the 1984 Super Bowl commercial. A woman in an orange athletic uniform runs through a grey corridor pursued by stormtroopers.
Apple Has Been Four Companies. Here’s Why That Worked. Read More »
Authority Magazine on Medium
Thrilled to be featured in Authority Magazine, sharing insights from The Divided Brain on human behaviour in branding and business. The piece covers how leaders and marketers can tap into the emotional drivers behind customer decisions. Click HERE to read it!