How do you convince people to quit smoking? In 2012 in Thailand, after extensive research the Thai Health Promotion Foundation (THPF) discovers two…
A few years ago Rory Sutherland and his team at Ogilvy UK received a phone call from a Belgian colleague. The guy was super worried. One of their…
It happens more often than we think. Super smart CEOs wrongly making simplistic assumptions about what consumers want or need. The classic American…
During the Winter of 1664 a weird disease broke out in London. The first symptoms of this disease appeared within days after infection. First it felt…
Kishōtenketsu is a very East Asian way of telling a story in four parts. And why you should use this technique when you write copy.
In business, not to be different (OR weird) is a commercial suicide.
Did you know that Arnold Schwarzenegger started a lucrative bricklaying business before he became a movie star?
António Variações was waaaaaay ahead of his time. António had no formal music training. But somehow he ended becoming one of Portugal's most iconic Pop…
If your copy doesn't affect people's feelings, it isn't communicating. It's just a bad, boring, ignorable sales pitch. 
A simple but often neglected communication principle: ask for action.
The job of any good marketer is figuring out what people want and what drives people to make the choices they make. OR what's the one thing people want…
Brands love using superlatives and claiming that they are the best in their industry. But why would consumers believe these brands?