Customer

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.

When customers flee, the temptation is a glossy redesign. Instead, uncover buried UX flaws, align messaging, and iterate with research so users feel capable, trust grows, and sales recover.

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.