I've spent years working with two types of product brands. Big names not showing up at the level they could, and smaller brands that should have had far more visibility than they did. The pattern was always the same — great product, not showing its worth, getting left behind.

Then I had a rough year and realised I was doing the exact same thing to myself.

‍I'm obsessed with the why behind people picking one thing over another — the psychology, the behaviour, the split-second decisions people make without knowing they're making them. I use that obsession to build brands that make the choice obvious.
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Most brands are being underestimated because they're training people to.