Beyond the Funnel: Why Ecosystem Thinking Beats Customer Journey Mapping
The marketing funnel is dead. Not because it’s old, but because it’s linear—and modern customer behavior is anything but. Customers don’t move predictably from awareness to purchase to loyalty. They spiral, skip stages, reverse direction, and make decisions based on accumulated micro-experiences across multiple touchpoints that traditional funnel thinking can’t account for. The Network Effect […]
The Rebrand Delusion: Why Visual Updates Accelerate Strategic Decay
The branding industry has weaponized aesthetic anxiety. Every quarter, agencies convince leadership teams that their growth problems stem from visual fatigue. Logo looks dated? Rebrand. Colors feel stale? Rebrand. Competitor launched something sleek? Emergency rebrand. But here’s the cognitive trap: visual refreshes actually accelerate strategic decay by masking the real problems while burning the resources […]
The Premium Paradox: Why Confidence Pricing Outperforms Competitive Pricing
The pricing orthodoxy is backwards. Business schools teach founders to research competitor rates, calculate cost-plus margins, and position somewhere in the “sweet spot” of market expectations. But this conventional approach creates a cognitive trap that systematically undervalues premium offerings and commoditizes differentiated solutions. The Anchoring Effect Is Killing Premium Brands Behavioral economist Amos Tversky’s research […]
