RUTHLESSLY INDEPENDENT MARKETING JUDGMENT
PRACTICE

BRING US THE DECISION.

Tell us what you’re considering, why you believe it’s the right move, and what gives you confidence. Bring the evidence too.

WHAT COMES BACK

AN INDEPENDENT JUDGMENT.

Our proprietary AI discipline interrogates the evidence, challenges assumptions and finds what deserves a harder look. Human judgment weighs what matters, takes a position and stands behind it. The judgment is ours. The decision is yours.

CASE

THE KILL DULL CODE.

COST OF DULL

DULL IS
EXPENSIVE.

Better marketing analytics can free 15–20% of marketing spending.*

Dull US advertising would require $189B in additional media investment** to match the predicted results of non-dull ads.

Different research. Different definitions. Different parts of marketing.

And only part of the bill.

* McKinsey & Company
** System1 + eatbigfish
IDEA BALANCE SHEET

BIG DATA.
MEET GUT DATA.

BIG DATAResearch.
Performance.
Finance.
Markets.
Customer behavior.
Analytics.
AI.
GUT DATAExperience.
Instinct.
Pattern recognition.
Culture.
Context.
Tacit knowledge.
Taste.
Data without judgment is analysis.
Gut without evidence is opinion.

Good decisions need both.
DRIFT

GOOD DECISIONS CAN
STILL ADD UP WRONG.

One reasonable commitment. Then another.

A new trend. A new priority. A new technology. A new strategy.

Every decision leaves a precedent.

Precedent changes what feels reasonable next time.

EVERY YES TRAINS THE NEXT YES.

Eventually, a company can make a long series of perfectly reasonable decisions — and become less itself.
DENSE IDEAS

DENSE IDEAS
DON’T JUST LAST.
THEY COMPOUND.

A Dense Idea keeps a company recognizably itself while everything around it changes.

Consistency repeats.
Coherence connects.
Density generates.
Compounding endures.
BENCH

BEFORE YOU
COMMIT.

Consequential marketing decisions deserve independent scrutiny.

Product. Price. Place. Promotion.

Put the decision before the BENCH.

BENCH↗
INDEPENDENCE

YOU CAN’T BUY
THE VERDICT.

Kill Dull is independent by design.

A company cannot buy an AAH.
It cannot negotiate away a DULL.
HMM. means we’re not convinced yet.

Published Readings cannot be commissioned, suppressed or changed by the companies they examine.

Private Readings are paid for.
The judgment isn’t.

AAH. HMM. DULL.

What you commit to today changes what you become tomorrow.