Are We All in Denial? The Great AI Delusion of Human Exceptionalism
At the Athar Festival of Creativity, optimism and panic shared the stage. In this sharp, unsentimental essay, we…
The Three-Legged Dog Principle of Creativity: Why Audacity Beats Safe Thinking
Great ideas don’t wait for permission. They start with imagination, risk and the nerve to do what’s never…
The Attention Rebellion: When AI Starts Saying “No” on Our Behalf
After decades in the business of grabbing attention, I’m watching AI take it back. The next marketing challenge…
Post-Performance Marketing: Why ROAS Might Be the Least Interesting Metric You Track
Return on Advertising Spend (ROAS) tells you what happened today. Brand lift, equity and trust tell you if…
Primed to Buy: The Decoy Effect
Price isn’t just a number—it’s a narrative. From Delta to Dyson to Nespresso, smart brands use the decoy…
Cognitive Load Marketing
Why Too Many Choices Are Tanking Your Conversion Rates (Or, How to Stop Stressing Out Your Customers Before…
Scarcity Is Back in Style: From Flash Drops to Friction-First Funnels
Why Saying No Might Be the Sexiest Thing a Brand Can Do Right Now. Forget “always on.” The…
Speak Easy: The Hidden Power of Tone of Voice for Your Brand
Tone of voice used to be the umbrella in the branding cocktail—cute, colorful, but quickly disposable. Now it’s…
Is It Finally Time for Brandformance?
If brand communications and performance marketing had a baby, it would deliver both emotional resonance and measurable impact….
When B2B Goes B2C
B2B marketers are finally realizing their buyers are human—and starting to act like it. I’ve never understood the…
