These are universal principles that apply to companies of all sizes! Their examples tends toward large stable brands only because they have the data is more readily accessible.The HBG books and their Rules all derive from Andrew Ehrenberg's NBD-Dirichlet model of consumer buying behavior.That model has decades of supporting research (much of it to ... See more

I’m glad that I’m not the only one who misses old school human curation. For me, it’s more about wanting a connection moreso than valuing the actual thing being shared. I think this trend is accelerating. With generative AI and the ever-present algorithm that has sucked itself into every facet of our life, a part of the response to it will result i... See more

Show me someone who thinks Advertising will die because of AI and I'll show you someone who doesn't understand how Advertising and Brands work

As consumers, we want to buy narratives whether we admit it or not.

25.

Disagree and commit

Consensus is cozy, but broad agreement is not our aim. The right decision is. Which is why we take the time to think, debate, persuade, listen and reconsider and then, someone, decides. If you disagree, that’s fine, but once the decision is made, it’s time to commit and support it completely.

People dramatically under estimate how many decisions one has to make before shipping the v1 of even the simplest product. They all seem obvious in retrospect, but so, so much thinking had to happen to ship something like "press a button, get a ride."

“If you want a new world, start making it right now, in whatever you are doing.” This is the best advice I ever had, it came from Brian Eno. If you imagine the world you would like to be in and start making objects, systems and collaborations that belong to that world, that world comes into being.