The Undoing Project

The Undoing Project: A Friendship That Changed Our Minds Michael Lewis Michael Lewis is an author and a journalist, mostly known for his book (and later movie) Moneyball. In this title Lewis covers the work of Daniel Kahneman and Amos Tversky. Friends and collaborators who together wrote the field of behavioral economics. Their respective essays, […]

Mark & Pearson on Using Archetypes for Building Brands

There was a time when successfully creating, building, and marketing brands required neither endless inspiration nor endless capital. Demand exceeded supply, and markets were uncluttered. In the main, products were physically different from each other, and brands were built on those differences. Such was the case, for ages and ages, in the marketing, or selling, […]