September 22, 2016

High Fidelity, the 1995 Nick Hornby book turned into the 2000 film with John Cusack, is the story of a 35-year-old man wrestling with relationships and commitment. But it’s also a parable on the danger of too extreme a Discernment need.


Here’s one of the best scenes from the film. Rob, the main character, has broken up with girlfriend, Laura. He’s moping aroun...

September 8, 2016

The argument for brands focusing on mental availability goes something like this.


If you want people to choose your brand, it has to be available to be chosen.


That means first, it has to be physically available. People have to be able to find it.


Assuming they do, it then has to be mentally available to them. They must notice it. When they do, t...

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