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New ideas. Good company.
Briefs3 min read
The most useful line in the brief began with 'we don't know'
A brief becomes easier to use when it gives unresolved questions a place instead of polishing them into apparently settled decisions.
Returns3 min read
Congratulations on the sale. Shame about the return.
A beautiful order report can become rather less beautiful when the box comes back. I want the conversation to include that second doorbell.
Subscriptions3 min read
The credits roll. The subscription keeps going.
A subscription campaign can make the first programme appealing while leaving the quieter question of what happens afterwards unanswered.
Account history3 min read
Before you rebuild the account, find out why the weird bit exists
A strange campaign setting may be a mistake. It may also be a note from somebody who already learned the thing you're about to learn expensively.
Ecommerce planning4 min read
Revenue targets need a product mix beside them
Two campaigns can produce the same revenue from very different orders. Review the range sold and the costs attached to it before judging the commercial result.
Product comparisons4 min read
The missing middle between browsing and buying
Customers comparing a product range need help making distinctions, not an immediate choice between a broad catalogue and a checkout button.
Message continuity4 min read
The promise on social should survive the search
Someone who discovers an offer on social may later look for it through search. Make the original promise recognisable when they arrive by another route.
Enquiry routing3 min read
The enquiry was useful. It just arrived at the wrong desk.
A request can fit the business while missing the receiving team. Better context and clearer routing can save the customer from repeating the opening conversation.
Lead counts3 min read
Three submissions, one person and a slightly overexcited report
Repeated forms can belong to the same unfinished conversation. Before celebrating the total, find out what the person was trying to get answered.
Clinical trials5 min read
How to read a peptide trial without losing the plot
A trial number begins an investigation. Use real BPC-157 and SELECT records to separate registration, results, absolute benefits, observed harms and a specific FDA approval.
Seismology5 min read
Earthquake warning time has three clocks
The rupture evolves, the message travels, and the recipient responds. Keeping those clocks separate explains the promise and physical limits of early warning.
Writing1 min read
The pleasure of keeping notes
A simple writing habit gives passing ideas a longer life.