Notes

Long-form thinking on life, research, brand, marketing, and the corporate situations that got me here.

Posted when there's something worth saying, not on a schedule.
Why Concept Tests Fail — Even When They “Win”
Why Concept Tests Fail — Even When They “Win”
Silk Nextmilk crushed it in concept testing — and underperformed in market. Here’s what that experience taught me about the limits of traditional research. Read more...
How to Test Product Ideas Without Writing a Concept
How to Test Product Ideas Without Writing a Concept
You can write the perfect concept and still launch a flop. I’ve done it. Here’s why the problem isn’t the copy, it’s the method we’ve been told to trust. Read more...
System 1 Buys the Product. System 2 Fills Out the Survey.
System 1 Buys the Product. System 2 Fills Out the Survey.
Most research targets the wrong part of the brain. System 1 makes the decision — but we keep testing with System 2 logic.   Read more...