Mental Model #4: If the product is bad, no amount of marketing will help build a sustainable business. Concepts: Leaky bucket, churn rate, cost of acquisition, repeat consumers A bad product is like a rock, dragging the helium balloon of great marketing down. Marketing can create desire for a product…

Mental Model #3: free sampling and forced trials break consumer resistance and create more usage and loyalty over time Concepts: free trials, sampling, forced trials, deep usage My hair mascara story My first job was as a sales officer with L’Oréal. A senior sales officer, AP, was training me. In my first week, our…

Mental Model #2 An Insight permanently changes how we behave, because once we know it, we cannot ‘unthink’ it Concepts: consumer insight I have been inconsistently consistent with some kind of exercise routine for the last 15 years. But since August 2021, I have been consistently consistent and have been…

Mental Model #1: Focus on what you stand to lose instead of what you stand to gain to motivate yourself. Concepts: Iceberg Model, The Glacier Effect, Loss Aversion Vs. Gain Maximization. This is one of my favorite mental models, because it is so simple to understand, and it can be…

As the new year dawned, I found myself reflecting on the Performonks journey. Between May 2020 to Dec 2021, I have hit publish on 74,000 words. And written but not published maybe as many words. …

Ever gone down the Google search rabbit hole? Started reading something on Wikipedia … clicked one of the reference links … watched a related video on YouTube … got a whatspp link … clicked on that… and found yourself on the other side of an hour, with the answer to…

Diffusion curves capture the spread of new ideas. A typical diffusion looks like this:-

I am fascinated by how much of our thoughts and actions are a result of our unconscious wiring. One such wiring is possibly responsible for the very existence of the media industry. The Mere Exposure Effect is a proven psychological phenomenon that — “Frequent and repeated exposure to anything, increases…

Believe it or not, Aristotle was one of the world’s first creators of marketing. He created a theory of persuasion in the 4th Century BC — Rhetoric — that forms the bedrock of marketing as we know it. The dictionary defines rhetoric, as “the art of effective or persuasive speaking…