My Daily Emails

A simple font formatting change could dramatically affect how urgently people want your product. A fascinating study of five controlled experiments across three universities revealed something unexpected: italicized fonts increase

What makes someone spend $55 on foam clogs? For a senior with arthritis, Crocs solve genuine problems — easy on/off, comfort for swollen feet, non-slip stability. The need is clear,

The Dog Brain loves instant gratification. But what delights one buyer might leave another cold. After thirty years of product marketing, I’m still surprised by who falls in love with

Sweden wants to trademark… Sweden. This unprecedented move, announced Tuesday by press release, highlights something I encountered just yesterday: the growing challenge of protecting product names in an increasingly crowded

Remember the Sears “Wish Book”? Growing up in a small town, the arrival of that Christmas catalog opened a portal to possibilities. Local stores had modest toy selections, but that

A product’s greatest value lies in who we become through using it. I’ve seen this demonstrated at a local coffee shop where the barista uses a matte black Fellow kettle

There’s a specialty knife shop near my hometown that’s become something of a pilgrimage site for chefs and serious home cooks. Walking in feels like entering a temple dedicated to

My doctor recently handed me a Neilmed sinus rinse starter kit. Inside: an empty plastic bottle and one lonely packet of “magic dust” – sodium chloride and sodium bicarbonate. Basically,

“Advanced Technology Inside!” “Maximum Strength!” “Used by Professionals!” If your unique selling proposition could be claimed by any competitor, it isn’t unique. It’s what I call a POS – Puffery

I just received this Amazon review, and I’m honestly floored: “I thoroughly enjoyed the book, ‘I Need That.’ My background is marketing direct to the consumer, products like Sonicare, OxiClean,

List member Heather responded to Tuesday’s “Two Pens” email with an illuminating observation: “Another functional item where value varies broadly is home lighting: from the cheapest desk lamp, to the

“Which watch is better — my Apple Watch Ultra or my pal Blake’s Garmin Quatix 6?” It’s a trick question. Blake is an avid kayaker. He needs a watch that

Yesterday, I met a dear friend to sign copies of my book he’d bought as gifts. I pulled out a pretty cool pen I’ve owned for 20 years. He produced

A robotics engineer who recently joined you as a list subscriber shared something fascinating with me. “Robotics is prone to the fallacy of providing a solution searching for a problem,”

At fifteen, I desperately needed a Cateye Solar cyclocomputer. Not wanted. Needed. My existing bike speedometer did its job just fine. But after seeing that sleek new digital device in

For the past couple of years, I’ve been interested in e-bikes. My deep dive started with a client who develops them. I learned all about stepless shifting, maintenance-free belt drives,

My kids’ Halloween haul this year was mind-boggling. Spread across our dining room table, I noticed something fascinating: The same chocolate bars appeared in multiple sizes. Take Snickers, for example:

When canned water in tall boys becomes a billion-dollar company, product makers take notice. Liquid Death’s success seems to offer an intoxicating formula: Irreverent marketing + viral social content =

Remember when chewing gum was all about fun? Growing up in the 1970s, I was mesmerized by commercials featuring people blowing massive bubbles with Hubba Bubba. In some of the

Ever notice how many concert halls have Yamaha pianos? It’s sort of a recurring thought for me, always at a time when it’s not polite to whip out my phone

In August 2023, something fascinating happened in Canada: Kimberly-Clark announced it would stop selling Kleenex tissues here. Let that sink in. In my country, people with a runny nose don’t

My five-year Peloton journey has included two moves, one surgery, countless business trips, a few vacations, and a major home renovation. Oh, yeah… and a bit of a global pandemic.

Nobody talks about the scariest part of injury recovery: starting over. After minor surgery last year, my normal workout routine was off the table. My hard-earned fitness metrics? Old news.

Ever wished you could high-five a family member during a Peloton workout, but they’re not there? It’s ironic. My wife and I have two bikes in our home’s dedicated wellness

When I first clipped into a Peloton bike in November of 2019, I had no idea how deeply this platform would transform my fitness journey. It was in a mall

I used to be a dedicated coffee shop patron, dropping hundreds each month on my daily caffeine fix at Starbucks and independent cafés. The baristas often knew my name, my

One of my clients makes a fiber reinforcement product that increases road longevity by 30% and significantly reduces rutting in asphalt surfaces. It’s a clear win for municipalities and taxpayers.

Remember when augmented reality (AR) headsets were supposed to be the next smartphones? Seems like the future isn’t quite here yet. Apple is reportedly working on a cheaper version of

With just over 2 weeks before what will likely be a very tight US presidential election, there’s a lot of talk about the importance of voting. But have you ever

More than once, I’ve had a client suggest they wanted to launch a product at a premium price by creating a status brand with a luxury look and feel. It’s

Exciting news, product (and audio) enthusiasts! For those of you who prefer to learn on the go, I’m thrilled to announce that “I Need That” is now available as an

When I first started Graphos in 1993, it was a generalist design and marketing agency. We did a bit of everything, working with anyone who needed graphic design and marketing

When my wife and I embarked on an extensive home renovation a couple years ago, we quickly realized something counterintuitive: it might have cost less to start from scratch. But

Remember the thrill of unwrapping gifts as a kid? In “I Need That,” I talk about how the fantasy about the gift was often better than the gift itself. And

Ever wonder why you can’t resist clicking on those “You’ll never believe what happened next” headlines? That, my friend, is the curiosity gap at work. And good hooks are not

A few days ago I caught up with an old friend who’s been working on a software startup for the past two years. When I asked about the launch date,

Last night, was in the freezer section of my usual grocery store, faced with a dizzying array of ice cream flavors, types and brands. What I found most fascinating wasn’t

Who ever guessed caulking guns could teach us everything there is to know about market segmentation? While working on my garage upgrade, I bent the squeeze lever of my old

As I’m assembling the slatwall components in my garage for this project I told you about yesterday, I have plenty time to think. And, naturally, my mind goes to the

I’m in the midst of a garage transformation, installing PVC slatwall panels around the entire interior. While on the surface, it might seem like a standard improvement project, it’s a

With the weather unseasonably warm for October, I found myself cutting the grass yesterday while my daughters paddled on the lake. But reality is setting in — it’s almost time

I know how busy you are. For anyone engaged in the fast-paced world of product development and marketing, time is often our scarcest resource. That’s why I’ve included over 110

Is it just me, or have major product launches been lacking something lately? Last month’s iPhone 16 launch left many tech fans feeling thoroughly underwhelmed. (What, exactly is the upgrade-worthy

Imagine yourself in a bustling market in Marrakech, surrounded by vibrant textiles, intricate metalwork, and the aroma of exotic spices. As you ponder over a beautifully crafted leather bag, you

I have a longtime client who makes fishing lures. Did you know there are over 100,000 different fishing lures available online and in retail stores across North America? It’s a

Last Saturday, I took my kids to the movies. At the concession stand, I was struck by the pricing structure for popcorn: Small: $7.00 Regular: $8.75 Large: $9.25 I found

Last night’s U.S. vice presidential debate left many viewers unsatisfied, with opinions split largely along partisan lines. As I watched, I kept attuned to the pivotal role of the moderator

I’m always amazed at the lean product mix at Costco. At first glance, you might think it’s just about maximizing their limited shelf space. But dig a little deeper, and

It’s not just the cool air and piercing wind that’s got me wide awake and hyper-alert today. It’s Sept. 30. Just like that, September’s a wrap, and it’s the end