From social graph to interest graph: targeting after the feed
Platforms stopped showing people what their friends posted and started showing them what they might watch. That change rewrites targeting.
The Seven Lenses
Seven ways of reading the same commercial picture. Each piece names its lens and the business outcome it bears on.
Hero, Hub, Hygiene is a budget model, not a content calendar
Most teams use 3H to categorise what they already made. Its actual job is to decide where the money goes before anything is made.
Building a strategic narrative that a sales team can repeat
A brand story that lives in the marketing department is a cost. One that a salesperson can retell without notes is an asset.
Why before what: the Grounding Pen test
A pen with no story is a pen. The same object, with a reason for existing, becomes something a person chooses on purpose.
The 12 archetypes, minus the personality-quiz nonsense
Archetypes are useful because audiences already recognise them. They stop being useful the moment they become a decoration on a slide.
Five arcs, and how to tell which one you're actually in
Most brands claim the Hero's Journey. Most brands are in a different story entirely, and telling the wrong one is why the narrative never lands.
The three chemicals doing your brand's persuasion
Oxytocin, dopamine and cortisol explain why an emotional story is remembered and a rational one is not. They are not a hacking manual.
Why the brain prefers a story to a fact
Stories are not decoration on top of information. They are the format the mind was built to process.
The body believes before the buyer decides
What attention, emotion and memory reveal about the stories that actually sell.
The dangerous mythology of dopamine marketing
Dopamine is not the enemy. Reducing human choice to a chemical hit is a myth that weakens strategy and erodes trust.
Why Caribbean stories carry differently
Culture in the region is commercial infrastructure, not decoration bolted onto a media plan.
Sweden's AI marketing race has reached the awkward stage
Everyone has a pilot. Fewer people have a profit line.
A sales story must teach the buyer how to decide
Enablement fails when it explains the product instead of the decision.
What performers understand about attention
Stagecraft is a discipline with measurable commercial consequences, not a personality trait.
When data becomes a story people can trust
Measurement earns authority when it shows its uncertainty, not when it hides it.
If reach is cheap, why are brands still paying so much for attention?
The price of being seen collapsed. The price of being remembered did not.