What do people say?

If you’re in the snacks business and take consumer feedback at face value, you’d think apple chips should outsell potato chips. But they don’t. Consumers say they want healthier snacks, yet their actions tell a different story.

I know when I order my favorite colonel’s recipe, I want it crispy, skin-on, and full of flavor—even when I know it’s not the healthiest choice. Do I lack awareness? Do I not know better? Or am I making the decision based on taste, not logic?

What do people do?

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Are you listening?

Listen First, Sell Later

Selling isn’t just about talking—it’s about listening. People buy when they trust you, and trust isn’t built overnight. It comes from paying attention to what your consumers are saying—through focus groups, surveys, observations, feedback, and customer service interactions.

Great conversations don’t happen by accident. They require preparation. Know who you’re talking to, beyond just demographics and psychographics. Respect is earned when you understand the nuances, fears, desires, and quirks that make your consumers human. Listen well, and they’ll tell you exactly what they need. Are you really hearing them?

When do you start selling?

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How do you stay on track?

When you work on a brand day in, day out—whether on the agency or client side—burnout is inevitable. The trick is knowing how to push through without running yourself into the ground.

First, be practical. There’s only so much you can do in a day. Creativity needs space to breathe. If you cram too much into your schedule, you’ll end up drained, not inspired.

Second, inspiration comes from perspiration. This isn’t a contradiction—it’s a reminder. When you feel stuck, start moving. Action creates momentum. Just like exercise, the hardest part is getting started. Keep going.

How do you beat burn out?

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Are they arrogant?

Here are five quick reasons why some ad people are ignorant. I said SOME in case you get all pissy with me.

First, they call clients stupid and assume they don’t know anything. Yet, those same clients sign the checks that keep the agency lights on.

Second, they use science as a gimmick, tossing in formulas like E=MC² to sound smart—ironically, most of them couldn’t explain it if asked.

Third, they fall in love with cleverness at the expense of clarity, writing ads that impress their peers but confuse consumers.

Fourth, they prioritize awards over effectiveness, mistaking industry recognition for real-world impact.

And finally, they forget that advertising isn’t about them—it’s about selling.

Or are they too smart for the others?

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What if your salary depended on it?

If your cash flow depended on it? Would you still be so sure?

It’s easy to hide behind the pillar of a pay check, to sit comfortably in a cushy role and push the blame onto account management. “You idiots, you can’t sell for nuts.” But what if the stakes were different? What if you were the one hunting, closing, and making sure the cash register kept ringing?

Today. If you became a freelancer. If you started your own company. Would you still say this is the best damn headline for the brand? Or would you finally see the difference between being clever and being clear?

Would you bet your pay check on it?

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Are sparking discoveries?

Are you just relying on data and market research? Don’t get me wrong—I see the value. I’ve seen the insights, the patterns, the numbers that can guide a decision. Sometimes, I’m quite the fan.

But data isn’t a compass; it’s a map. It shows you where others have been, not necessarily where you need to go. That’s why some of the greatest minds in advertising and branding have voiced scepticism about research. Because if you only follow the data, you may never discover something new.

Are you just using data to validate decisions?

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Are you broadcasting?

Conversations, Not Competitions.

Relationships—whether personal or professional—thrive on conversations. Selling or buying, leading or following, every meaningful exchange starts with dialogue.

Yet, the business world is filled with one-upmanship. Too often, conversations become contests. We push to prove we’re right. We try to outshine, outsmart, and outmaneuver. But in doing so, we lose sight of what truly matters—connection.

Watch how these creeps into the way you talk to consumers. Be mindful of how it seeps into your discussions with business partners. Instead of trying to win, try to understand. Instead of talking at people, talk with them.

Are you building conversations?

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