Insightful Writing

Some of our best thinking happens on paper. (Or on a screen. But still, in writing.)

We take our success stories, case studies and everything we learn from working with real companies like yours and roll them up into articles, reports, essays, research, tools, and other writing so that you can get the benefit of our experience.



Insightful thinking requires a wide range of inputs, so we read extensively and curate some of the best stories we find, which then inform our work with clients. We share many of those stories and sources here, tagged for convenience, so that you can be inspired by them too:



When it comes to our own writing, you can always check our “written insights” section for recent additions, but we’ve collected a starter set of inspiration for you right here:

How meaning builds value in business at The Tennessean

When you start from an understanding of meaning, you can operate on wholly different dimensions. You can assess the value of a thing to people based on what you understand of their desires. Based on what they want and need, based on what they cherish, what they will fight for, walk away from, laugh at, cry at, share with strangers and hide from friends.

Empathetic Optimization: A Kinder, Gentler Approach To Profits at

Whereas analysis is often thought to be a cold, objective science, a truly balanced approach must be holistic and multifaceted. It means practicing bean-counting along with navel-gazing, and incorporating a quasi-psychological and sociological process, yet remaining accountable to the scientific method: In a standoff between gut and data, data must be allowed to win. Yet as long as a case can be made for it, gut must be allowed to continually challenge your data.

Intentional risks can yield great rewards at The Tennessean

Innovation requires urgency. Accomplishment requires action. To become what we hope someday to be, we have to start somewhere.

Digital Sophistication: Stir, Don’t Shake at

Digital sophistication might seem like an overwhelming objective, but just as people are not necessarily born sophisticated, your organization can start anywhere and get there through repeated experience. That means, of course, that you have to get comfortable with iteration as a path to insight.

Why ‘keeping it simple’ is always smart

Successful marketing relies on connecting with people, preferably those who inherently have an interest in your product, and communicating your product’s value to them. And to do so at scale, you need clarity and specificity.