Drug companies build websites explaining overweight. Long pages, soft colours, and an earnest tone that signals seriousness while inviting absolutely nobody in. Nobody reads them. Nobody clicks them. Because nobody wakes up thinking, I can’t wait to explore a pharmaceutical microsite about BMI. That’s the lie we need to kill. People don’t fail to lose weight because they lack knowledge. They fail because their environment keeps winning. Calories are cheap. Sugar is everywhere

The caveman kneels at the edge of the river. Twenty hunters fan out behind him. Spears down. Breath held. No one speaks. The water is still. Too still to trust. He drags his fingers through it first. Watches the ripples. Listens. Then he leans in. Slow. Careful. He sniffs. Nothing. He dips his tongue. Just a flick. Just enough. Nothing again. The hunters tense. One of them whispers, “Is it dead?” The caveman shakes his head. “No taste.” Another asks, “That good?” The caveman

Most leaders wait a year to give feedback. They watch the same behaviour repeat for months, say nothing, and quietly train people that silence is safer than speed, then unload it all in an annual review like a delayed invoice. That’s not patience. That’s avoidance dressed up as process. There’s a faster way. And it doesn’t need a meeting, a document, or a long emotional wind-up that everyone dreads. The book The Effective Manager says effective feedback takes five to fifteen

Most brands talk as if their  customers lie awake  at night thinking about them. They don’t. They never did. They never will. They don’t care about you. They don’t care about your company. They don’t care about your founding story or your noble grind. They don’t even care what the product  is . People  do not  care. Not about you, at least. They only care about one thing. What does this do for  me . What do  I  get. What changes in my life the moment I say yes. Do I get healt

Most landing pages look like they’re trying too hard. Shiny. Loud. Busy. And still somehow empty. We’ll come back to this. But before we do, I need to pull you out of your chair and drop you somewhere else. Somewhere hot. Somewhere quiet. Somewhere so far from wi-fi and scrollbars that your stomach tightens. Picture yourself on a desert island. No food. No fire. No shelter. Just heat pressing on your skin and the slow panic that comes when you realise no one is coming. Then s

Everyone’s drooling over AI deck apps right now. You type a prompt, hit enter, and voilà — you’ve got twenty slides that look like the real thing. But looking good isn’t the same as  being clear. Clarity  doesn’t come from software. It comes from sweat. It shows up when you’ve wrestled an idea long enough to make it simple. You don’t need another tool. You need the  message  first, the slides second, and the guts to cut everything else. Think before you click. Who is it for?