We study why people buy — and why they don't. These are the principles we use in our work.
Strategy — Pinned
The throughline piece — why understanding how people buy matters more than having a better product. The four-step framework introduced as a self-diagnostic lens.
Read article →Trust
83% of trust rejection is based on look and feel, not content. What this means for every business with a website, a shop front, or a business card.
Read article →Decisions
System 1 and System 2 applied to buying decisions. Why feature lists don't sell. Why your "15 years of experience" headline is talking to the wrong brain.
Read article →Clarity
What this means for every touchpoint — website, brochure, proposal, email, WhatsApp message. How to write for scanners without dumbing down your message.
Read article →Proof
Visitors scan for proof, not history. What they're actually looking for: credentials, clients, specificity.
Read article →Positioning
When your website, your Instagram, your business card looks identical to competitors, you've handed the decision to price.
Read article →Friction
Hick's Law and the paradox of choice. Why your service page with 12 offerings converts worse than one with three.
Read article →Clarity
Cognitive load and trust. If your visitor has to think hard to understand what you do, they leave.
Read article →Proof
Testimonials buried on page 4 don't work. Proof needs to be distributed at every decision point.
Read article →Friction
The 7-field contact form. The checkout with account creation. Every unnecessary step costs you customers.
Read article →