If you’re trying to persuade people to change habits, make your alternative a little bit more fun.

January 2023

There's no filmmaker quite like Hayao Miyazaki. Every movie he creates transports you to a NEW weird world — but also feels like a return to a familiar…
People do things out of habit or strongly influenced by social norms.
Marketing's real job isn't to maximize efficiency. Marketing's real job is to maximize your chances of getting lucky.
Good creative ideas tend to stick around. That's why good creative ideas are classics. They survive the test of time.

December 2022

The easiest and most obvious way to get people to trust a brand is to tell them the truth. Ironically, the brands who dare to tell the truth are often…
Finding out and writing relatable truths about a product or brand is one of the most effective ways to make your copy easier to be read than to be…
In 2011 New Zealand had a savings problem. New Zealanders spent way too much money on impulse purchases. And they saved too little. But Kiwi banks…
Everyone going bananas this week because of Twitter "Blue's" new logo is just another Real-World example that confirmation bias is real. And it's…
Worshiping technology over ideas is one the most expensive marketing mistakes most brands make. The European Union recently learned this the hard way.
Tension gives people an excuse to stop and listen. It gives people food for thought. And something to react in their heads.

November 2022

Illogical and brave always beats mediocre but safe ideas.