The rule is free. The reach is not.
Staples built a black hard button that makes everything worse. I called it a device this morning. Then I read the interview and found a Netflix buy, a billboard plan and elevator screens.
24 Sep 2026Brand Positioning
The one sentence a shopper can repeat. Category ownership, famous names, and the brands that had it first then lost the line.
The Homework Is the Story
A Fresh Thyme buyer met Oval Coffee at a trade show in 2025 and nothing happened for eleven months. What closed it was a distributor rank report during a category review. Post the homework, not just the handshake.
23 Sep 2026
The Piece Is Not the Unit
Digiday says microdramas have solved attention and not ROI. This morning I told you the nine second clip is the unit. I was wrong about which property matters, and the Subway release and a furniture company both say so.
23 Sep 2026