Specializing in behavioral science.
Air travel is often misunderstood as a technical business, a matter of aircraft, fuel, schedules, and safety protocols. But after years of observing business systems, customer behavior, and service gaps across industries, I have come to a simple conclusion: airlines...
In Rwanda and across East Africa, many businesses are unknowingly undermining their own growth through a dangerous habit trying to save money in the wrong places. It’s what the English proverb calls being pennywise and pound foolish saving a few francs today only to...
Introduction: The Paradox of Marketing Power In business, it seems logical that the bigger the marketing budget, the stronger the impact. Yet the opposite is often true. Many of the world’s most iconic marketing movements from Red Bull to Airbnb started not with deep...