Customer

Your brand lives in invoices, contracts, and handbooks. Make every document on-brand, human, and unmistakably yours, with a clear positioning line and a next step. Trust grows in the details.

Your brand story might be a glossy promise your operations can’t cash. Peek behind the ads to the tiny moments that prove who you are and decide whether you’re different.

Customers will not study your product. This piece shows how sharp positioning, emotional cues, proactive feedback, and relentless messaging create attention fast and convey your value proposition before interest fades.

Stop hemming and hawing. A clear purpose turns messy choices into reflex, rallies your team, justifies tough sacrifices, and keeps you advancing like a disciplined chess player while competitors scramble.

A slogan won't cut it. When purpose saturates every role, performance explodes. The data's staggering and the wake up call stings. Get uncomfortable, get aligned, and watch revenue multiply.

Rediscover roots. Trade trend chasing for clarity by answering tough questions about purpose, values, positioning, audience, style, and vision that realign teams, sharpen decisions, and build momentum.

Purpose isn't a slogan. Assemble a team, share stories, ask whys, and craft a bold phrase. Keep it short, stop committee creep, and make it worthy of a flag.

There’s a common thread between companies like Tesla, Airbnb, Uber, SpaceX, Spotify, Square, Netflix and others that have successfully overturned decades of convention and built business empires around solutions that rendered their competitors almost instantly obsolete. It’s called “design thinking,…

Far too many experiences are designed around the assumption that people want to be engaging with them. It’s an easy mistake to make. If you’re designing, say, an ecommerce site, it would be natural to assume your customers have an internal drive to find a product they want, add it to their cart, a…

Haiku’s limits reveal a creative superpower. Embrace real world constraints, balance freedom with discipline, and watch work sharpen, teams align, and surprising solutions emerge where budgets, timelines, and purpose collide.

Why identical outcomes spark love or fury. Explore how dopamine, clear communication, and expectation management turn projects into loyalty. Discover healthcare inspired habits that keep customer experience steady.

Customer research is fundamental to the design process. It’s been well established that relying on assumptions alone leads us to make biased decisions that often fail to reflect the reality of the customer’s needs and wants, leading to poor results (including reduced revenue). Basically, it’s more e…

Inexperienced marketers tend to fall back on a benefit-focused approach, believing they’ll win customers by listing their virtues (better products, better customer service, technical improvements, etc.) Unfortunately, most practical benefits don’t address the issues that really frustrate consumers: …

Designers aren't always rational. Cognitive biases warp reviews and choices, from anchoring to loss aversion, and practical cues help you notice them and steer projects with clearer thinking.

Six common UX pitfalls drain revenue. Prioritize research over reskins, design for humans not databases, respect power users, collaborate teams, and coach users kindly. Thoughtful process beats decorative polish.