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Proportionality is core to how we navigate the world.

It’s how we gauge the extent of something.

Is it a big slice or small? Generous or miserly? Almost complete or barely started? Half full or half empty?

We might be ‘middle aged’, ‘middle class’, or just ‘middling’ along.

To know where things stand, we rely on proportionality signals.

So what do you think might be my concern with the new Australian fire danger ratings?

In a positive move, the...

Lodging yourself in the headspace of your customer is the goal of most marketers. Having a “share of mind” helps in your quest to gain “share of wallet”.

Key to this is your use of language; how you string words and sounds together. The opportunity is to capitalise on Availability Bias – your customer’s tendency to rely upon things that come readily to mind.

With that in mind it seems good timin’ to explain how rhymin’ gets the...