Branding

Your mission is to be Restaurant A. The brand with the line out the door. The obvious choice. The one that makes customers feel smart, confident, and certain as they hand over their credit card.

Here’s a fact that might make you spit out your coffee: Most content creation and advertising is utterly, hopelessly, painfully ignored. Skipped over. Scrolled past. Mentally blackholed before it even has a chance. Why? It’s not because it lacks pizzazz. Or humor. Or high-end production value. No, the real reason is far simpler – and […]

The Myth of Originality In academia, credibility comes from citing others. Hundreds of other academics, within each publication. Tens of thousands of other academics over one’s career.  Scholars don’t just say, “Trust me, I’m smart.” They back up their arguments with evidence: research studies, historical examples, and the work of other experts. The result? Their […]