Insights

Things worth thinking about.

Short, opinionated pieces on the decisions that actually move a business: positioning, brand, AI and what makes a website earn its keep.

Web8 Apr 20267 min read

Conversion is rarely a button colour. It is usually an unanswered question.

AI11 Mar 20268 min read

It changed the cost of producing work. It did not change the cost of being worth reading.

Positioning3 Feb 20267 min read

Being better is not a strategy if being better is invisible at the point of decision.

Branding14 Jan 20266 min read

A logo is a signature. A brand is what people already believe before they read it.

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