LUCID FIELD NOTES
OBSERVATIONS BECOME QUESTIONS.
QUESTIONS BECOME INVESTIGATIONS.
Lucid Field Notes is an evolving collection of essays exploring brands, business, culture, human behaviour and the decisions people make.
Each begins with something worth questioning — an observation, a behaviour, a pattern, or a feeling that something doesn't quite add up.
FEATURED FIELD NOTE
When Familiarity Feels Like Truth
Why Familiarity Sometimes Breeds the Opposite of Contempt
We tend to think familiarity breeds contempt.
But sometimes the opposite happens.
The more often we encounter something, the easier it becomes to process — and that ease can start to feel like truth.
What does that mean for the brands, ideas and stories we encounter every day?
WHAT ARE WE CURIOUS ABOUT?
The questions change. The curiosity doesn't.
Field Notes move across disciplines because the most useful answers rarely stay inside one category.
01 — BRANDS
What makes a brand genuinely distinctive?
02 — PEOPLE
Why do people choose, trust, follow and believe?
03 — Culture
What can businesses learn from the behaviours around them?
04 — Strategy
What happens when we challenge the problem before solving it?
05 — Stories
Why do some ideas stay with us while others disappear?
Lucid Field Notes
A collection of observations, questions and investigations into the things that shape how people and businesses think, behave and decide.
BRANDS · PEOPLE · CULTURE · STORIES
From Skeptic to STAY
What Eight Korean Men Taught Me About The Power Of Branding
STRATEGY · BRANDS
Marketing Starts From The Inside, Not The Outside
Why brand strategy is where every marketing decision begins.
THE EVOLUTION OF MARKETING
BRANDS · CULTURE · PEOPLE · STORIES
Communities Before Customers
How the most resilient brands stopped building audiences and started creating places people wanted to belong.
BRANDS · CULTURE · STRATEGY
The Rise of Personality Brands
How Branding Evolved from Recognition to Relationship
PEOPLE · CULTURE · BRANDS
The Meaning Isn’t Always in the Message
Why you're probably not saying what you think you're saying.
PEOPLE · BRANDS · CULTURE
Why Familiarity Feels Like Truth
Why Familiarity Sometimes Breeds the Opposite of Contempt
A three-part exploration of how marketing evolves alongside people.
PART 1
PART 1
Why Marketing Had to Change
Marketing doesn't evolve in isolation, it evolves alongside people.
PART 2
PART 2
How Competitive Advantage Evolved
Competitive advantage is created by the biggest problems in its era.
PART 3
What Marketing History Teaches Us About The Future
What the history of marketing can tell us about where we're going next.