Years ago, a mentor pulled me aside and said, “Joey, you know that most things really only happen in about 3-4 steps, right?”

I used to think I had to choose once direction when both paths looked good. Methodologies like “A/B testing” and “stacking” have set me free.

Dr. Robert Cialdini suggests that there are only 6 or 7 reasons why you’d make any decision. Known as the Doctor of Persuasion, do you believe him?

The greatest brands didn’t start the way they exist today. It took testing, trying, failing, pivots, and aligning experiences to end users — over time. Symbols can take on the personalities of humans. Digital platforms can become the representative place where communities associate and gather. Testing multiple channels quickly, adapting, blending-in, and becoming more “with” the customer can be achieved through a strategic process I call “pseudo-branding.”