Musings

I recently helped a client in the education space understand how parents and students select colleges and majors. Instead of asking parents to simply discuss the topic, I took a different approach. I handed them sticky notes, markers, and flip charts and a little direction. Then I watched eight strangers transform into collaborators, mapping out the college decision journey together – from that first Google search to final acceptance letters. In my opinion, this is the future

I recently bought an espresso machine for my wife, thinking it would be a loving gesture and nice upgirade to her morning cuppa. What I didn't expect though was that I’d be the one to become enchanted by the rituals and routines required to make the perfect flat white or Americano. The grinding of beans, the tamping pressure, the gentle steaming of milk – none of this shows up in any purchase data or usage analytics. Yet these ritualistic experiences have transformed me from