DEPARTMENT OF HARD EVIDENCE.
The evidence behind what we believe.
The facts about who we are.
The work we’ve put into the world.
If it’s here, we’re prepared to stand behind it.
MARKETING MAKES BIG DECISIONS.
Product. Price. Place. Promotion.
Decisions that can build distinctiveness, preference and pricing power. Or quietly take them away.
Companies have specialists for every part of marketing. Research. Strategy. Agencies. Analytics. Effectiveness. Finance.
What they don’t always have is an independent place to put the whole decision under scrutiny before they commit.
That’s why Kill Dull exists.
THE DENSE IDEA COMPANY.
Kill Dull brings independent scrutiny to consequential marketing decisions before commitment.
At its heart is the Bench. One decision comes in. Evidence and assumptions are interrogated. The consequences across Product, Price, Place and Promotion are considered together. A verdict comes back.
What the company does with it remains the company’s decision. That’s the point.
SHOW YOUR WORK.
The Dense Idea Discipline makes claims. So we keep the evidence.
Research. Data. Cases. Academic work. Commercial studies. Historical precedent.
Evidence that supports the Discipline. Evidence that doesn’t.
Agreement is optional. Evidence isn’t.
Dull is expensive.
Across the dull quartiles, US advertisers would need $189bn in additional media investment for dull advertising to perform as well as non-dull advertising.
Sources are cited. Obviously.
US, UNDER SCRUTINY.
We ask other companies to withstand scrutiny. Seems reasonable that we should too.
Peter Buck.
Kill Dull was founded by Peter Buck, who spent a career on both the agency and client side of consequential marketing decisions. And kept noticing the same thing.
Companies could spend extraordinary amounts of money researching, making, distributing and measuring a decision. Independent scrutiny before making it was harder to find.
Kill Dull came from that gap.
Independently owned.
Founded and owned by Peter Buck. No outside shareholders.
No parent company. No mystery holding company. No exciting diagram.
We don’t sell the answer.
The Bench exists to scrutinize the decision, not to create a reason for more work.
AI doesn’t get the last word.
Technology assists the interrogation of evidence, assumptions and consequences. The recommendation carries human accountability. As does the decision to ignore it.
Private Readings stay private.
A fairly literal policy.
If it matters, we say so.
Material interests relevant to published work are disclosed.
We can be wrong.
Corrections are made on the record. Pretending otherwise seemed ambitious.
Last updated · 13 September 2026