How people evaluate options, manage uncertainty, interpret evidence, and ultimately choose whether and how to act.
Year: 7, Month: 5, Week: 2, Day: 1 This whole story started with a perfectly ordinary household task — and somehow, I ended up getting paid too. I needed a cordless drill, so I messaged Tools 4 Rent again.(This takes place in Georgia, and the owner is Russian-speaking.) The website listed an address in Tbilisi. […]
Read moreLet’s talk about the elephant in the room. About the natural selection of the free market. This idea did not come to me immediately. For quite a long time I was looking at what was happening in a very simplified way. I’m sharing this observation mainly for colleagues in the field — marketers, traffic managers, […]
Read moreSometimes, when I critique businesses and business owners — our clients — it may come across as if I think I’m smarter than everyone else.As if I know better.As if I’m delivering the raw, uncomfortable truth of marketing. But the truth is simpler than that. The client — whether they are a founder, a business […]
Read moreSydney Sweeney and “Flight” When someone writes, “Wait, why have we even normalised seeing clothes only on perfectly built, Photoshopped people?” — that question usually hides a more basic blind spot: what a brand actually sells. It hits hardest in B2C, in brutal categories, in mass segments where product utility stopped being unique years ago. […]
Read moreWhen you want to make a simply decent choice, you ask people you know. When you want to make the best one, you go deep — you dig with your own hands, research, compare. Word of mouth isn’t really a decision tool. It’s a way to avoid deciding. This spring we puffed up a bit […]
Read more“Ping me if you need anything!” — I’ve heard this in a dozen variations from people who later became clients, and from clients themselves. And it doesn’t work. It’s the same logic as that line: “If you have to explain it, don’t.”Here it becomes: if you have to nudge, don’t nudge. A client might mean […]
Read moreTW: strong language Images are generated by DALL·E, Sora, Midjourney, Grok, ChatGPT (which routes the task to DALL·E). Text is written by Grok, ChatGPT, DeepSeek. There are whole communities, Telegram channels, and courses that “teach” you how to earn money and do work with neural nets — the key part being: don’t do the work […]
Read moreI have a stubborn belief: clients who don’t read our reports behave like a classic angry Pinocchio — carving their own problems with their own hands. Why? Because our report isn’t a formality. It’s a decision-making tool. And a decision made without data is like jumping with a parachute while blindfolded. Maybe you’ll get lucky. […]
Read moreI’ve had two consultations. In the first one, it was predictable: they weren’t thinking about this. In the second one… I honestly don’t even know what to say. This is, once again, about qualified leads. So I’ll repeat my “qualified lead square” just in case: In both consultations we talked about the conversion funnel: how […]
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This article is about how to use SWOT analysis effectively to grow a business. So what is “analysis”, actually? Numbers are not analysis Text is not analysis So is interpretation analysis? A proper definition of analysis Analysis is usually performed using specific methods and procedures that ensure consistency, reliability, and objectivity of the results. During […]
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