Treat your customers like lab rats—or
people. It’s a choice.
Essays
On marketing, meaning, and the architecture of belief
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.
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.