the blog.

A Deep-Dive on The Downfall of JoAnn’s

For decades, Jo-Ann Stores seemed like a fixture of the American crafting. It was a community hub for quilters, home sewers, and DIY enthusiasts. Its recent announcement of a complete shutdown, however, serves as a case study in how shifting consumer habits, business mismanagement, and an outdated retail model can topple even the most recognizable…

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A Novel Resolution of the Inscribed Square Problem on a Jordan Curve

One of geometry’s most fascinating open problems is the inscribed square problem: proving that every simple (Jordan) curve in the plane must contain four points that form a perfect square. This result, often called the “square peg problem,” has been proven for specific classes of curves but remains unresolved in its full generality. In this…

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Making Clients Comfortable Is Getting Them Fired

The most dangerous phrase in advertising isn’t “the client hates it.” It’s “the client is uncomfortable.” Uncomfortable isn’t the opposite of great—it’s the prerequisite. But the type of “discomfort” that clients often complain about isn’t because of big ideas or even the risk of poor performance. It’s often about something deeper: the overwhelming scale of…

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Designing Addiction: A Quantifiable Model of Digital Habituation

Literature Review In the soft glow of her smartphone screen, Sarah finds herself caught in a familiar late-night ritual. Despite the late hour and her body’s need for rest, she continues to scroll through her social media feed, her thumb moving almost autonomously as she refreshes the screen again and again. This scene, replicated in…

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Making the Case: BMO Brings Banking to Twitch

In a world where digital meets reality at terabyte speed, BMO, a Canadian Bank, made a daring move to improve checking acquisition with a younger audience that no one saw coming– and it worked. A Canadian bank known for its history, tradition, and extensive branch network dives headfirst into a space few would have predicted—a…

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Making the Case: Burger King’s Social-First “Moldy Whopper” Campaign

The Problem & The Landscape In 2020, Burger King faced a significant issue: the perception that its food contained artificial preservatives. This was not just a PR problem but a consumer trust issue. Consumers reported craving ingredient transparency, and specifically, natural ingredients. More broadly, the fast-food industry was under scrutiny, and new premium-positioned entrants were…

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Features and Benefits– What’s the Difference?

When selling a product, it’s important to know the difference between features and benefits. Simply put, Features are the “what.” Features are facts about the product. Benefits are the “why.” Benefits are reasons why someone would want the product. In order to persuade customers, you need to focus on the benefits of your product, not…

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