Ikea Retail Therapy

Swedish agency Åkestam Holst spent 2016 using Ikea ads to explore family dynamics in all shades. Then, they came up with an ad that was a masterclass in how to rethink advertising. With “Retail Therapy,” Ikea’s website renamed products to match common Google searches in Sweden. Here are a couple of examples – “My daughter […]

Wrong stakes

One of the marks of an unconscious approach to life or business is to get the stakes all wrong. This approach has two modes – a mission critical mode and an unconscious mode. The mission critical mode involves words like “crisis” and, well, “mission critical” and could last long periods of time. The unconscious mode serves […]

Not selling Basecamp by the seat

Basecamp co-founder, David Heinemeir Hansson, had a thoughtful post about why they chose not to sell Basecamp by the seat. The problem with per-seat pricing is that it makes your biggest customers your best customers. With money comes influence, power and pressure. By maintaining a per-company pricing (regardless of size), no one customer’s demands would […]