Many people think that a website is made of 2 layers: the outer layer, consisting of what you see: the graphics, how attractive the website is, its “look and feel”. In short: the design, the bodywork; and the inner layer, which is invisible, boxed inside the graphics: the engine, how it is technically built. But […]

Last week I heard a voice message on WhatsApp. A lady “was putting in a good word for” an intern to some business friends in a chat room. Do you know how she defined the candidate? What talent did she particularly magnify? Very Smart? No. Very fast? No. Good-looking? Come on, let’s not joke. Very […]

In previous email I talked about the power of comparison in marketing. The comparison principle states that you should never offer to your prospective customer the choice between buying or not buying your product: you should rather offer the choice between two different configurations of that product. There is a marketer, name is Sean D’Souza, […]

Let’s face it: David Jones is stuck. And with David, all of those who hoped Op100K was salvific. But although David Jones is in good faith, the path he took does not seem to be effective. If it were, we would have already heard good news from him, right? Ok, so what? Is this another […]

Unilever, the soap giant, had a problem. The nozzles used to manufacture washing powder were producing detergent grains of different sizes. Which was absolutely unacceptable for the quality of the end product. They needed to fix the nozzles, fast. So, they involved their internal team of mathematicians, brilliant minds who studied the problem on every […]