Guides

Straight answers to the questions people ask

Every one of these is a question we get asked before somebody commits to a project. They are written to be useful on their own — you should be able to act on any of them without hiring anybody, including us.

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The thinking behind the work

The guides answer "how". If you want the "why" — why people say yes, why some ideas spread, why most advertising is ignored — that is what the insights are for.

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