Value is not experienced as an absolute. It is interpreted through invisible factors such as timing, intent, relevance, and trust. When these factors align, perceived value multiplies without changing the underlying product. When they do not, even strong products underperform.

A cat picture doesn’t make your life materially better. It doesn’t brew your coffee, fix your car, or improve your sleep. Yet millions of people share them every day.

AI is rapidly becoming standard infrastructure. Predictive analytics, automation, optimisation: all increasingly embedded and accessible to everyone. When intelligence is no longer scarce, a fundamental question emerges for boards and executives: if everyone has AI, what actually differentiates companies? This article explores why the answer is no longer capability, but identity, and what that means for strategy in a post-AI world.

A/B testing is a standard practice in product management. Companies test two versions of a button, headline, or checkout flow and measure conversion. On the surface, it feels scientific: a controlled experiment, measurable outcomes, data-driven decisions. Yet, despite decades of practice, A/B testing rarely delivers transformative insights. Why?

By doing so, Lidl can transform routine grocery trips into experiences that reinforce the customer’s self-image as competent, discerning, and resourceful.

Your everyday place to be: relaxed, connected, and free to choose who you want to be in the moment.

Read how the retail chain Action could increase its value to its customers by completing their identity.

We're often asked, how does your advice look? In this brand insights series, we show what we would advice Ikea. In short: become partner in life's meaningful moments.

On coherence, complexity, and choosing truth over trends From time to time, people ask us a sincere question: “Why is your system so complex? Why multiple ventures, multiple websites, multiple spaces? Why not one modern office — exposed pipes, a barista, and a clean brand?” It’s a fair question. And it deserves a clear answer. The short version is this: we don’t build to look modern; we build to be true. Appearance is easy. Coherence is not. Most contemporary workspaces are o