The Trust Factory: How a Snowboarder's Frustration Sparked the World's Largest Psychological Commerce Experiment
And what brands can learn from Shopify's approach to manufacturing digital intimacy
In 2004, I spent my days
Topics
Most marketing advice sounds good in theory but falls apart when you test it against real customers. We write about what survives that pressure test. These field notes come from watching consumer behavior up close.
strategy
View allMango Sticky Rice Smoothie Slay Era Strikes… Come on, who are we kidding? This was some damn good marketing.
This is a Note — quick field observations, no fluff
The Mainland Mirage: Why Most Hawaii Brands Kill Their Own Authenticity
Most Hawaii businesses think they need to become someone else to succeed on the mainland. They're wrong.
We
When Your Customers Have Money But Your Competitors Don’t: The Anti-Payday Strategy
A kitschy leisure apparel company once had it made. Their core audience? Seniors with steady income from Social Security and
Campaign Timing Strategy: The Payday Approach 80% of Brands Miss
boohooMAN didn’t change their product. Didn’t touch their branding. Just timed their ads better. Result: 80% ROAS improvement.
Your Marketing Still Talks to Appetites That Don't Exist
Most brands are still shouting at appetites that aren't there. Selling indulgence to a generation that's
Your Brewery Isn't Failing — The Market Is Changing. Here's How to Adapt
The numbers don’t lie, but they don’t tell the whole story either. Yes, beer volumes are down. Yes,
media
View allcontent
View allWhat Is Answer Engine Optimization? No One Really Knows.
Preface
In 1990 we used to skateboard behind an AM/PM on the corner of Goldenwest and Heil in Huntington
Your SEO Strategy Is Missing 80% of Where People Actually Search
Let's skip the funeral. SEO isn't dead, but it's no longer where the money
Google Doesn't Just Rank Anymore - It Quotes. Here's How to Get Cited
Today’s search engines don’t just rank. They quote. And trust is earned line by line. That’s why
timing
View allWhen Your Customers Have Money But Your Competitors Don’t: The Anti-Payday Strategy
A kitschy leisure apparel company once had it made. Their core audience? Seniors with steady income from Social Security and
Campaign Timing Strategy: The Payday Approach 80% of Brands Miss
boohooMAN didn’t change their product. Didn’t touch their branding. Just timed their ads better. Result: 80% ROAS improvement.
trends
View allThe Summer When AI Learned to Feel: What's Really Driving Social Media in 2025
Fair warning: this is a long read. But some patterns are worth examining slowly, the way they actually develop in
Mango Sticky Rice Smoothie Slay Era Strikes… Come on, who are we kidding? This was some damn good marketing.
This is a Note — quick field observations, no fluff
Your Marketing Still Talks to Appetites That Don't Exist
Most brands are still shouting at appetites that aren't there. Selling indulgence to a generation that's
Your Brewery Isn't Failing — The Market Is Changing. Here's How to Adapt
The numbers don’t lie, but they don’t tell the whole story either. Yes, beer volumes are down. Yes,
growth
View allThere's a Difference Between Agencies That Talk About Hawaii Markets and Agencies That Understand There Are 8 Main Hawaiian Islands
Hawaii is 2,397 miles from Los Angeles. That's farther than New York to Denver, though most people
The Mainland Mirage: Why Most Hawaii Brands Kill Their Own Authenticity
Most Hawaii businesses think they need to become someone else to succeed on the mainland. They're wrong.
We
notes
View allThe AI Browser Shift is Here: Why Hawaii Businesses Have a Unique Advantage
I'm sitting in my home office, staring out the window, watching the clouds bring the rain over from
The Summer of Fewer Mustangs: What's Really Happening to Hawai'i Tourism (Mid-2025)
I was driving to town the other day and noticed something. It wasn't the bright yellow blossoms of
What Is Answer Engine Optimization? No One Really Knows.
Preface
In 1990 we used to skateboard behind an AM/PM on the corner of Goldenwest and Heil in Huntington
Mango Sticky Rice Smoothie Slay Era Strikes… Come on, who are we kidding? This was some damn good marketing.
This is a Note — quick field observations, no fluff
The Mainland Mirage: Why Most Hawaii Brands Kill Their Own Authenticity
Most Hawaii businesses think they need to become someone else to succeed on the mainland. They're wrong.
We
When Your Customers Have Money But Your Competitors Don’t: The Anti-Payday Strategy
A kitschy leisure apparel company once had it made. Their core audience? Seniors with steady income from Social Security and
Campaign Timing Strategy: The Payday Approach 80% of Brands Miss
boohooMAN didn’t change their product. Didn’t touch their branding. Just timed their ads better. Result: 80% ROAS improvement.
dispatches
View allThe Retrieval Layer Strategy: One Optimization Approach for All AI Interfaces
Why Smart Organizations Are Shifting from SEO to Retrieval Layer Optimization
How AI Changed Search Forever
It has been a
The Trust Factory: How a Snowboarder's Frustration Sparked the World's Largest Psychological Commerce Experiment
And what brands can learn from Shopify's approach to manufacturing digital intimacy
In 2004, I spent my days
The Summer When AI Learned to Feel: What's Really Driving Social Media in 2025
Fair warning: this is a long read. But some patterns are worth examining slowly, the way they actually develop in
The Authenticity Advantage: What Social Media's New Favorite Word Really Reveals
Fair warning: this is a long read. But some patterns are worth examining slowly, the way they actually develop in
There's a Difference Between Agencies That Talk About Hawaii Markets and Agencies That Understand There Are 8 Main Hawaiian Islands
Hawaii is 2,397 miles from Los Angeles. That's farther than New York to Denver, though most people