4 min read
The Archaeology of Desire: Uncovering What Consumers Really Want
Beneath every purchase lies a buried truth. Consumers don't buy products—they buy stories, identities, and solutions to problems they can't always...
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4 min read
Beneath every purchase lies a buried truth. Consumers don't buy products—they buy stories, identities, and solutions to problems they can't always...
5 min read
We know the barista at our local coffee shop better than she knows us. We follow CEOs on social media, feeling genuinely invested in their personal...
4 min read
We rarely speak about grief in marketing boardrooms, yet it drives more purchase decisions than any other emotion. Not the dramatic grief of death or...
5 min read
There's a peculiar moment in every consumer's journey: the sudden awareness that you've forgotten something important. Not the slow realization of a...
4 min read
Every marketing message carries within it a fundamental assumption about human nature. Either we believe people operate from lack—always worried...
3 min read
We like to believe our decisions emerge from rational thought, carefully weighed pros and cons arranged in neat mental spreadsheets. Yet neuroscience...
4 min read
We sell happiness but profit from desire. This tension sits at the heart of marketing's existential crisis. As practitioners, we promise fulfillment...
9 min read
Why did you buy your last pair of shoes? The instinctive answer might reference style, comfort, or price—but beneath these surface-level...
4 min read
We live in the age of attention deficit—not because audiences lack focus, but because marketers demand too much of it. The average consumer...
3 min read
We've all felt that moment of cognitive discord—the luxury brand with the budget customer service, the sustainability champion with excessive...