I recently spoke to the seniors in Arizona State University’s Visual Communication Design department, and was asked the same question I’m asked almost every time I’m speaking to design students: “What do you look for when hiring designers?” (I should mention that I regard “Designers” as a broad and …
Coca-Cola may already be one of the most recognized brands in the world, but they nevertheless spend billions of dollars every year on their marketing efforts. (And you can bet they’re not doing it on a whim. They know exactly what those dollars will bring them in return.) On the other side of the s…
Stop waving the same tired values as everyone else. Customers assume basics like quality and service. Ditch the defaults and uncover what truly sets you apart, something competitors won’t claim.
Being first rarely wins anymore. In a fast moving market, underdogs iterate faster, learn from others' mistakes, and take the lead unless patents or relentless innovation protect an early edge.
Drop the buzzwords and watch how primal Friend or Foe instincts shape every click. Build consistency, character, and reassurance, or keep losing silent prospects who never call back.
Science fiction’s bleak futures mirror your customers’ daily frustrations. Trade quick wins for human-centered marketing that honors real lives and belonging. Solve problems, restore connection, and watch your brand grow.
Agile began as a manifesto and became an industry. When design teams adapt it without dogma, tension turns into flow, scope changes stop derailing, and client collaboration beats paperwork.
The basic elements of highly successful online videos are really just fundamental principles of human interaction, and you can apply to nearly any form of communication (especially marketing). While there's no way to guarantee that anything will "go viral," studying and applying those basic elements…
Smell sells. Tap scent marketing’s subconscious power to lift mood, memory, and sales. Choose simple, context-smart fragrances, tune the intensity, and watch productivity rise without customers noticing why.
Stop casting wider nets and fix the holes. Competitive CEOs chase metrics while customers crave emotion. Talk to people, design sticky experiences, and watch each effort land more loyal customers.
If your team was the last surviving band of humans in a city overrun by zombies, you wouldn't let just anybody through the door would you?
As much as our work at Forty is about “touchy-feely” stuff (psychology, emotion, metaphor, experiences, etc.), I’m still a numbers guy at heart. That’s why I get so frustrated every time I hear someone recommending crowdsourced design services like [99designs](https://web.archive.org/web/20130115155…
Once you’ve sorted out your company’s roots (purpose, values, style, etc.), you’ll find yourself faced with the challenge of trying to hold all that information in your head when making a decision. One of the best tools for dealing with this situation is a metaphor: a concept that ties these element…
Business is historically a male-dominated endeavor, so it’s no surprise that the stereotype about what it takes to succeed in business involves traditionally masculine characteristics: aggression, tactical thinking, bravado, ruthlessness, objectivity, ego, pride, sports metaphors, war metaphors, etc…
Screenwriter William Goldman once wrote of the movie industry that “Nobody knows anything. Not one person in the entire motion picture field knows for a certainty what’s going to work. Every time out, it’s a guess…nobody, _nobody_–not now, not ever–knows the least $#\*%@# thing about what is or isn’…