A good place to find new customers is by looking for already established things that you are similar to.

Easy. Expected. A good starting place.

There’s a strange thing that happens sometimes where instead of reaching to your right and left for new customers, it can work to reach across to the other side of the table. Connections that are so out there they just might be true.

Unusual. Novel. And more impactful in the long run.

New toy alert

Generative AI search engine Perplexity said it will launch ads in Q4

Perplexity’s new ads will be video ads and sponsored questions

the platform is emphasizing its capacity to reach educated, high-income professionals who may be in senior leadership at their companies.

“newstalgia”—a desire for familiarity combined with novelty

Top Gun: Maverick. Twisters. This is driving force of pop culture right now.

Or, said another way:

“take something that feels familiar and put it into a modern context.”

It’s not the 90s that are back. It’s the 90s as reimagined today that’s in.

Always design a thing by considering it in its next larger context – a chair in a room, a room in a house, a house in an environment, an environment in a city plan.

Every interaction your customers have with you accumulates to your brand experience. How does each one fit together to make the whole you want?

As Tom Asacker says, the goal is to “to create an experience that resonates deeply.”

And so, Swift has put up something of a door: access to her costs fans at least $12.99. Here’s the thing about doors though: while they keep people out, they also keep them in.

Does your brand have a door?