Our Thinking

Thinking that probes beneath the say

An evolving library of articles, research, films, frameworks and perspectives — organised into strands, so every new piece of thinking has a home.

Classical vs Behavioural Economists

Humans make rational and linear decisions — or do they? Why every marketer should stand at the window, not the door.

People don't know what they want until you show it to them. That's why we never rely on what they say.

Sept 2026

Marketing is not awareness, reach or engagement. It is behaviour change — everything else is decoration.

Sept 2026

Henry Ford: if I'd asked customers what they wanted, they'd have told me a faster horse. People don't know what they want until you show it to them.

Aug 2026

Brands that survive huff-and-puff trends are built strong at the fundamental level.

Aug 2026

The YodaTheResolute film — why the future of branding is human.

Aug 2026

The say–mean gap

“Behaviour reveals what opinion conceals.”

We probe beneath the answer—into motivations, biases and cultural codes that conventional research can miss.

The rational model

Human reality

Stay close to our thinking