Megan Oliver · Thought Leadership
Frameworks, observations, and strategic reframes on why people act — and what gets in the way.
Personas answer the wrong question. They tell you who someone is — not what they're about to do. And marketing that optimizes for identity instead of behavior misses the decision entirely.
Read article →People rarely correct decisions once they've started them. It's not irrational — it's predictable. And most marketing teams are optimizing for the wrong moment.
Read article →Most platforms assume that changing what you show will make something more relevant. Sometimes it does. But sometimes it interferes with something more important: recognition.
Read article →Ready to work together?