Digital went from lockdown hero to public villain in five years, with doomscrolling, AI job fears, and "creepy" smart glasses among the reasons why. We argue the tech itself isn't the problem: it's who the value flows to. A look at where digital still adds value to our lives.

Distinctive assets and mental availability are important but they are often not the driving factors behind brand growth that you might expect given the noise they generate. Brands who are looking to grow should focus more on the fundamentals; value propositions that convert following scrutiny. This requires a different type of brand research.

Most journey maps end up admired in a workshop and then quietly forgotten. The problem is rarely the effort that went in, it is that the map shows what people do without explaining why. This post covers how building maps on Jobs to be Done and Switching Forces can turn a static artefact into a working tool teams actually use, drawing on a recent project experience.

Some charities treat donor engagement as a storytelling problem. It often isn't. Using Jobs-to-be-Done and Switching Forces, to show why people give and understanding the real job, and the value each donor is looking for, reshapes the giving experience itself, not just the message.

We recently helped a client turn their Ideal Customer Profiles from flat, two-dimensional descriptions into rich, empathy-led personas their sales and marketing teams could actually use. This guide shows how Jobs-to-be-Done and segmentation take an ICP beyond who to target and into why a buyer moves, and how to win them.