THOUGHTS

The same thinking that produces a well-made product — constraints, materials, user empathy — turns out to produce better campaigns too.

Running a five-figure ad budget for six months is an expensive education. Here's what the data actually said — and what it didn't.

Most creative briefs are paragraphs dressed as strategy. The best ones are designed — with the same rigour you'd apply to a product.

Marketing decisions are often made on intuition and then defended with data after the fact. A multi-agent simulation flips the order — pressure-test the decision before it ships.

A note on moving from Coimbatore to Bologna, what I'm doing at Bologna Business School, and why I think Italian brand culture is the most misunderstood asset in European commerce.

If you treat your portfolio like a deck, you get a deck. If you treat it like a product, you get a product. Notes on building this site as if it had to ship to real users.