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Most companies say they’re customer centered organisations.
Then they measure:
internal efficiency short-term sales campaign ROAS quarterly targetsAnd customers feel the gap.
Customers First came from watching this happen over and over.
Customer-first isn’t the intention.
It’s behavior.
A lot of brands try to “build loyalty” with rewards.
Points. Discounts. Perks.
Those can help, but they’re not a sense of belonging.
They’re incentives.
Loyalty, the real kind, is closer to what you see in Cult Brands:
Customers don’t just buy.They identify.
They feel belonging. They feel seen. They feel like the bra...
My second book was born from a simple observation:
People talk.Constantly.About everything.
And it’s not random.
In Why We Talk, I explain the core idea:Humans are wired to share what helps us make sense of the world.
That means the biggest growth engine is often not an ad platform.
It’s language.
...Here’s a question that reveals whether a brand is playing checkers or chess:
Why do the biggest brands in the world still spend hundreds of millions on advertising they can’t track?
Nike doesn’t buy billboards, Olympic sponsorships, or global TV expecting a direct conversion tomorrow.
Apple doesn’t run “Shot on iPhone” because it needs a pixel to...
In the year 2000, I was standing in the middle of F.A.O. Schwarz in New York City.
The famous toy store. The Tom Hanks piano. The magic.
And yet, something felt off.
There were plenty of people… but not enough buyers.
It looked like a brand with a full restaurant and an empty cash register.
That’s when I noticed the p...
