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After over 5,000 launches of products, brands, and features under our belt, but also being a spectator to many others, we've learned something surprising. Most launches fail for one of two reasons: They tell the wrong story. They don't reach the right people at the right time. That's it. Now I'm not talking products that are just plain bad – those are going to fail anyways. I'm talking about a good product or brand being launched into the market. Consumers buy products they u

One of my favorite examples of consumer psychology is the Costco rotisserie chicken. If you’ve ever been to Costco, you’ve probably seen them sitting at the back of the store, hot and ready to eat, and somehow still priced at $4.99. Most people think the reason they work is because they’re cheap. That’s true, but it’s not the whole story. The chicken isn’t really a meal. It’s a way to build trust. Think about it from the consumer’s point of view. Most people have no idea whet

A funny thing happens when a brand gets big enough: at some point, the logo becomes optional. You don’t need the word “Nike” next to the swoosh. You don’t need “Apple” written underneath the apple. You don’t need the word “Target” inside the bullseye. The symbol itself carries the weight. It carries the memory. It carries the feeling. That’s what makes visual branding so fascinating. Most people think visual branding is about making things look good. They think it’s about cho

Every few years, a brand discovers scarcity and acts as if they’ve uncovered a hidden secret. They release a limited product, it sells out in a matter of hours, social media erupts, and suddenly everyone is talking about drop culture. But limited drops aren’t new. Supreme built an empire around them. Sneaker companies have relied on them for decades. Taylor Swift fans rush to buy limited-edition merchandise before it disappears. Trader Joe’s somehow convinces people every yea

One of the most common requests we hear from organizations is surprisingly simple: “We need to do social media.” The statement usually comes from a good place. Leadership sees competitors posting regularly. A marketing team wants to increase awareness. A founder wants to grow their audience. The assumption is that social media is the answer. The problem is that social media isn’t actually a strategy. It’s a channel. Imagine walking into a meeting and saying, “We need to do em

If you asked yourself "Why do people support my business?", you might have a completely different answer than your customer does. Through consulting hundreds of small businesses throughout the pandemic, I've seen firsthand the disconnect between an owner and their customer. Here's a quick case study to help you understand what I'm talking about: In the summer of 2020, we worked with a small Italian restaurant. The owner had seen a drastic drop in business while neighbors were