February 10, 2021

"Food for thought"


"Taking screen shots of random things people have said on Twitter and pretending that it’s some kind of revelation about what people think. Totally misleading and counter productive."
- Craig Mawdsley

July 21, 2020

"Food for thought"


“We’re pushing leggings and doubling down on sweats.”
— Chad Kessler, American Eagle’s global brand president, on the store’s back-to-school focus on clothes better suited for the couch than a classroom. Back-to-school retail is having a rough start.

March 03, 2020

"How to identify and tell your challenger story"

"A challenger is more likely to be about challenging something than someone."

Find the "monsters" you want to challenge in each category, name them, figure out what type of challenger story you could tell.

The Challenger Project