Unless your only client is the Department of Defense, your buyers probably follow the banana curve—a universal pattern hiding in every market.

Big brands win on both penetration and loyalty—that’s Double Jeopardy—but small brands love to wiggle the pattern.

Do social platforms really ‘own’ their users? Nope—cross-usage data shows audiences overlap way more than we think.

We like to think our buyers are ours alone—but Coke vs. Pepsi (and pretty much everyone else) proves otherwise.