Insights
What we
think.
Opinions about attention, creative and growth. No statistic appears here that we can’t source.
Marketing
Why most brands are invisible
Not disliked. Not rejected. Just never registered in the first place — which is a harder problem, and a more fixable one.
18 Aug 2026
Social
The problem with posting every day
Consistency is not a strategy. It is a schedule — and a schedule with nothing behind it just produces more things to ignore.
5 Aug 2026
Creative
What makes people stop scrolling
The scroll is a reflex, not a decision. Interrupting it is a craft problem with a small number of reliable answers.
22 Jul 2026
Performance
Creative vs performance? Wrong question.
The split is an org chart, not a reality. In an auction where creative is the largest remaining variable, the argument is already over.
9 Jul 2026
Growth
Why your ads are getting ignored
They look like ads. The audience has spent a decade learning that shape, and skips it before reading a word.
24 Jun 2026