Far fewer essays than there are cases — only the lessons that survived enough projects to feel like real beliefs. Each one earned its way onto this page.
What shifts when the consumer doesn't have a vocabulary for the category.
Read the noteWhy the standard paid playbook breaks in healthcare, and what replaces it.
Read the noteWhat an acquisition does to an org, and how a 3-person team stays coherent through it.
Read the noteWhat it costs to be the brand someone trusts about something they can't say out loud.
Read the noteIf something here is useful — or wrong — write to me.