Subscription brands spend heavily to win customers, but keeping them is where the real challenge lies. Our research into UK subscriber behaviour uncovers why people cancel, which categories are most exposed, and what actually makes a subscription worth staying for.

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.