A little walk, a flash of insight, and a wall that keeps our best ideas trapped.

Most email signatures suffer from a nasty case of "while we're here, let's add one more thing."

Only the strongest shoppers survive

Most brands obsess over making things easy. This one installed a massive boulder to make things deliberately difficult.

Who in their right mind signs up for a newsletter from a salt company in rural Alaska?

The letter that backfired. Beautifully.

An anonymous letter so spectacularly unhelpful that it sold out a pottery studio in a single day, pulled in customers from 9,500 miles away, and put a one-woman Michigan business on the Today show.

“Hey Nosey! We see you reading…”

That's how a little business in Beverley, Yorkshire, greeted people walking past its window one Saturday morning.

What’s joy got to do with business?

Quite a lot, it turns out.

Some days, a fascinating story.
Some days, a fun marketing idea.
Some days, just a nudge to think differently.

And once in a while, all of the above.

If you can see this, you’re officially a Founding Reader.

Or a very talented stalker.

Either way, I’m glad you’re here.