Years ago, I had a crash while cornering on my bike that left me with a fractured arm and some nasty road rash. The physical injuries healed within weeks, but something else lingered way longer. Every time I approached a corner at speed, my body would tense up. I’d brake earlier than necessary, take wider lines, and generally ride like someone expecting disaster at every turn. The fear of crashing again was controlling my behavior long after my body had fully recovered. This is exactly what...
2 days ago • 2 min read
Last week I was giving a reader feedback about the website for his B2B startup. His company helps entrepreneurs navigate complex bureaucratic processes — the kind of paperwork nightmare that keeps business owners awake at night worrying about compliance, deadlines, and whether they’re doing everything correctly. The service works brilliantly. Customer reviews are STELLAR. The process is streamlined and reliable. But growth had plateaued. I spotted this immediately: they were marketing their...
3 days ago • 2 min read
My Pinterest rep reminded me last week about something that stuns many business leaders. “Most entrepreneurs still think Pinterest is all Gen X women getting inspiration for kitchen renovations,” she said. “But Gen Z is now our fastest-growing audience and 42% of our global user base.” I’ve been using Pinterest ads for years, yet its evolution keeps impressing me. She continued: “And here’s the difference-maker: the main reason Gen Z uses Pinterest is to find information about products and...
4 days ago • 2 min read
Mattel announced something that sounds like sci-fi but is happening right now. The toy giant behind Barbie, Hot Wheels, and Fisher-Price is partnering with OpenAI to use artificial intelligence for designing new toys and “reimagining new forms of play.” They’re not talking about adding voice features or app connectivity here. Mattel is using ChatGPT Enterprise to reshape its entire product development process — from initial ideation to consumer engagement strategies. Josh Silverman, Mattel’s...
5 days ago • 2 min read
Every time our family travels, I watch my wife perform “the ritual.” She spreads every piece of clothing across our bedroom floor like a tactical operation. Socks paired with underwear, shirts matched to jackets, contingency outfits for weather changes we might possibly encounter. Then comes the pharmacy phase: tiny ziplock bags filled with medication for every conceivable ailment, all labelled and organized into one master bag that could stock a small urgent care clinic. The rolling...
6 days ago • 2 min read
I remember when my youngest daughter discovered she could get her sister’s attention by saying “Don’t look” — immediately followed by whatever she wanted noticed. It worked every single time. Still does. Her sister always looks, despite being explicitly told not to. Sometimes she even says “I’m NOT looking!” while staring directly at whatever she’s supposedly ignoring. This isn’t limited to sibling psychology. It’s hardwired human behavior that smart marketers exploit brilliantly. Liquid...
7 days ago • 2 min read
Ben & Jerry’s lost masses of customers when they stopped selling ice cream in occupied Palestinian territories. But they gained millions more. Most companies would freak out at even considering such a divisive stance. Ben & Jerry’s believed something deeper: taking a clear position attracts fierce loyalty from people who share your values, even if it repels others. This politically charged example shows a counterintuitive truth about building product loyalty. The brands customers defend most...
8 days ago • 2 min read
Ever wonder why watching someone bite into a juicy burger makes your mouth water? (Maybe enough to even buy a George Foreman Grill?) Have you questioned why you suddenly crave coffee after seeing someone else savor their morning cup? You’re experiencing mirror neurons in action — specialized brain cells that fire both when you perform an action AND when you watch someone else do it. Mirror neurons create a direct neural link between perception and action. When you observe someone using a...
9 days ago • 1 min read
We’re in a new reality where purchasing decisions are political statements A client texted me yesterday: “Did you see the McDonald’s boycott news? Should we be worried about this kind of thing?” The short answer: Yup. Not because a grassroots boycott will necessarily tank YOUR revenue — some don’t. But because they tell us something new about how people make purchasing decisions in 2025. Your customers are NOT only interested in what your product does for them. They’re checking into (or out...
10 days ago • 2 min read
