06 · Marketing Psychology
The Beauty Paradigm — Why Advertising Works with Attractive, Smiling People
The halo effect, gaze cueing, smiling and credibility: the psychology behind the faces in advertising — from the CNC mill to SaaS. With an animated chart of attention and dwell time.
07 · Marketing
Dear Managing Directors in Mechanical Engineering
The way you are doing it now will not work: an open letter to an industry that has mastered engineering and criminally neglected the brand. Why spec sheets do not create demand — and what actually holds up, drawn from 35 years in practice. Direct, uncomfortable, but sympathetic.