The leadership journal
A styled room can help a shopper imagine a purchase while obscuring what the advertised set contains. I examine the leadership decision behind a festive-image revision, including the creative work given up and the limits of a small interpretation study.
Read the essayA promotional number depends on the products, reference and conditions that make it meaningful. I explain why a festive campaign lost executions and retained unrecoverable cost when those distinctions could not fit the proposed presentation.
Read the essayA voluntary list can express a recipient's preferences without yet producing a purchase or a workable store service. I examine how a twelve-store pilot changed the scale of the next recommendation rather than merely supplying a launch statistic.
Read the essay