Tension: We segment customers to personalize marketing, yet most segmentation strategies reveal how little we understand ...

The Venezuela raid isn’t about what the headlines say it’s about. Here’s what they’re not telling you. On January 3rd, the ...

Tension: We pride ourselves on rational consumer choices while loyalty programs exploit our psychological aversion to waste.

In 2014, Experian Marketing Services released research identifying six distinct deal-seeking consumer segments. The ...

Tension: Companies rebrand to signal transformation, but surface changes often conceal unchanged systemic practices beneath ...

The 2015 data revealed something marketers spent the next ten years trying to complicate: people want to hear from brands ...

Tension: Every email signup represents an exchange where customers offer attention in return for value, yet most ...

Tension: We expect friendships to end with clear reasons or dramatic fallouts, yet the relationships that shaped ...

Tension: We consume more content about happiness than any generation in history and report feeling less of it than ever before. Noise: Wellness influencers, productivity gurus, and algorithm-optimized ...

Tension: We crave efficiency in communication while simultaneously longing for the messy, imperfect human connection that machines cannot replicate. Noise: We mistake articulate responses for ...

To learn more about our editorial approach, explore The Direct Message methodology. You’ve finally done it. After months or maybe years of being pushed around, you’ve found your voice and stood up to ...