Treat your customers like lab rats—or
people. It’s a choice.

These brief essays share what I've learned from years of study and practice. They move between the practical and the philosophical, offering a map for those building brands with deeper foundations.
Treat your customers like lab rats—or
people. It’s a choice.
People aren’t looking for more noise—they’re looking for meaning. Tell the story.
Real trust isn’t flashy. It’s the quiet confidence of a cobbler who says, “Anything’s possible.”
Master the basics first — because if you can’t brew a good stout, you can’t brew a great chocolate stout either.
Your message isn’t for you — it’s for them. See through your customer’s eyes.