Blog

What's on our minds?

Bullsh*tmaxxing
August 19, 2026
How the attention economy suffocates intellectual honesty
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Substitute flavor
Substitute flavor: the market for fakes, simulations, and “almost-theres”
May 5, 2026
The appeal and the risks of things that look like the real thing, but aren't
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Frictionomics
March 19, 2026
Who benefits when we find out that less friction isn't always better?
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This is not America
This is not America
January 19, 2026
Why treating American phenomena as global or as a future that hasn't yet reached Brazil is a major blunder
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The new geography of value brands
November 2, 2025
How geopolitical shifts, extraordinary cost-benefit, and the power of enthusiasts are creating a new wave of irresistible brands
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The betification of everything
September 10, 2025
How gambling mechanics are transforming various markets and the strategic and ethical dilemmas involved.
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Silent majority: the place of middle age in Brazil
August 11, 2025
Why does a segment that holds the numbers, the purchasing power, and countless opportunities and challenges get so little attention?
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The rise of synthetic relationships
June 19, 2025
How do mediated, parasocial, transactional, and synthetic relationships affect our sense of loneliness and isolation?
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Where did generations really come from?
May 20, 2025
Worse lenses are easier to believe, but they distort the way we see the world
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The lies we tell ourselves about insights
May 5, 2025
For our industry to evolve, we need to reward truly desirable behaviors
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Is authenticity really what we want?
March 31, 2025
Delivering what people truly want involves dealing with things we don't even admit to ourselves
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Are we normalizing dishonesty?
February 24, 2025
Could overexposure to dirty tactics be affecting our moral compass?
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Is the attention economy reaching its saturation point?
January 8, 2025
What happens when we collectively realize that the price of constant distraction is our sanity?
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Enormous from the inside, small from the outside? Brazil’s role in the flow of emerging consumer behaviors
December 4, 2024
Why valuing our unique aspects AND staying open to external transformations are complementary, not opposing strategies.
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Is winning really taking it all?
October 29, 2024
Why high bets in being trustworthy is a winning strategy in a distrustful country
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The mistake of understanding people (only) through their public personas
October 1, 2024
Public life, private life, and secret life - why do we place so much importance on the first one when the greatest insights lie in the other two?
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The trap of "let's see if it sticks" in marketing
September 2, 2024
And why truly mutually beneficial value propositions create healthy and long-lasting brands
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Suddenly gray
July 30, 2024
Why is redefining the place of middle age in culture is a social and economic urgency?
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The new etiquette of silence
June 19, 2024
How conversations without closure might be making us more anxious and lonely
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The pain of excess: why making choices is getting harder and how can we help?
May 27, 2024
If abundance is the rule, helping to choose is an undervalued mission.
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Is ensh*ttification coming for insights? | 5 questions for... Els Dragt
May 13, 2024
How more becomes less when quality becomes secondary
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