Book Review : Using Behavioral Science in Marketing by Nancy Harhut. There’s a comforting illusion in marketing that customers are calmly weighing up product features, comparing prices rationally, and making thoughtful purchasing decisions based entirely on logic. Nancy Harhut’s Using Behavioral Science in Marketing makes it clear that this idea is mostly a myth. Honestly,…
How a small brand with a teapot can sometimes outperform a corporation with a helicopter. A lot of businesses hope that marketing will work like a lightning strike: one campaign, one ad, one viral post, or one brilliant moment that changes everything overnight. While this idea is tempting, it rarely happens in real life. Most…
Why buying a hammer doesn’t mean you know what you’re building. A common puzzle in marketing is understanding how strategy and tactics relate to each other. Not because the concepts are particularly complicated. They’re actually quite simple. The confusion comes from marketers using these two words interchangeably for years, often making them seem much more…
How to spend a small fortune communicating brilliantly with people who were never going to buy anyway. Marketing has existed for a very long time. Not always in its current form, obviously. Ancient Romans did not spend their mornings optimising click-through rates or arguing about LinkedIn algorithms. They simply painted messages on walls and hoped…
Book Review : The Choice Factory by Richard Shotton. Many people in marketing like to think customers carefully compare products, look at features, consider value, and then make logical choices. The Choice Factory by Richard Shotton spends about 200 pages showing why this belief is a bit too hopeful. Luckily, the book explains this in…