One useful idea worth keeping.

What to expect

• A clear argument, not a list of links.

• Models and examples you can use in your own work.

• Notes from the intersection of behavioural science, brand strategy and AI.

• Occasional invitations to new talks, workshops and longer materials.

From an example to your next decision

You are preparing a presentation, explaining an offer or deciding what your brand should say next. Another list of marketing tips may give you more things to do without helping you choose. This newsletter starts with a different question: what makes an idea work, and when would it help in your situation? The aim is to connect a concrete example with a mechanism you can understand and use in your own work.

I write about brands, choices, stories and AI. These subjects meet when you need to understand an audience and help someone make a decision. A new tool does not remove the need for a clear argument. A memorable story also needs more than an impressive opening. I want to examine the connection between the example, the explanation and the action that follows, including the limits that make advice useful rather than universal.

Read with one real task in mind. It could be the opening of a talk, a product description or a question for a customer. Choose one idea, try it on your own material and note what changed. You do not need to redesign your entire strategy after every issue. A small test can reveal whether you understood the mechanism and whether it fits your audience. Keep the exceptions too: they help you judge where the idea belongs.

If that approach suits you, use the signup option on this page and read the information beside it. The newsletter is a place for a developed argument you can return to, rather than another stream of announcements to keep up with. You decide which ideas deserve a place in your work. Start with the next text and see whether it helps you ask a better question or make a clearer decision.