Insights
Notes from the work.
Writing on scent marketing, private aviation, out-of-home advertising, and building brands from the Caribbean. Published from Nassau, worth your ten minutes if you care about any of these categories.
Thinking
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First principles thinking from the operator's seat.
Why the hardest part of first principles thinking is not the method. It is the discomfort of disagreeing with what everyone around you has already decided.
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Semantic tree learning, how I read for four ventures at once.
Trunk first, branches second, leaves last. Why most people collect leaves and never grow a trunk, and what to do instead.
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The paradox of choice, or why running four ventures taught me to want less optionality.
Barry Schwartz, applied from an operator's seat. Why less optionality produces better decisions and how choice architecture becomes the product.
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Contrarian thinking from the Caribbean.
What contrarian thinking actually looks like when you practice it professionally. Four bets from a Bahamian operator, and the tests that separate contrarian right from crank.
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First principles and semantic tree, the operating system I actually use.
The synthesis. Two ideas usually taught separately, actually two halves of the same practice. How they reinforce each other across four ventures.
Scent marketing & branding
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Beyond fragrance, what scent marketing actually is.
A plain language primer on scent as a brand asset. What it includes, what it costs, and when it's worth doing.
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Why luxury hotels use scent as a branding tool.
Why the world's best hotels diffuse a signature scent at the lobby, and a practical framework for any hospitality group to start doing it well.
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The anatomy of a signature scent, picking one that actually sells.
A working brief for how to choose a signature scent, from strategic adjectives down to molecules.
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Scent and memory, the science behind why it sells.
Why smell triggers memory more vividly than any other sense, and how brands put that neuroscience to commercial use.
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How Caribbean hotels can use scent to stand out.
Why signature scent is an unusually high leverage brand decision in the Caribbean, and how to do it without the clichés.
Private aviation & charter
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Empty legs, explained, flying private for a fraction of the price.
The most expensive ticket in private aviation is the one nobody is sitting on. An honest look at how empty leg economics work.
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When it makes sense to book an empty leg, and when it doesn't.
A decision framework for travelers deciding whether an empty leg flight is the right call.
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Private jet to Nassau, what charter looks like from the Bahamas.
A practical, local guide to chartering a private jet in or out of Nassau, airports, customs, routes, and pricing.
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The real cost of flying private, charter vs. ownership vs. fractional.
What each path costs, and when each makes sense. A straightforward comparison without the glamour.
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Three hours to airborne, how on-demand charter actually works.
What happens between the phone call and the takeoff roll on an on-demand private jet charter.
Media & advertising in the Bahamas
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The real reach of out-of-home advertising in the Bahamas.
A Bahamian adult sees more OOH than any other form of advertising every day, and why the channel is getting stronger in small markets.
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Why billboards still beat digital in a small market.
A counter-intuitive case for why OOH delivers better brand outcomes than social in markets like the Bahamas.
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Bus shelters, airports, hospitals, where Bahamians actually see your ad.
A tour of where OOH inventory in the Bahamas actually performs, and which placements are chronically under priced.
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A campaign playbook for launching a brand in the Bahamas.
A practical sequence for launching a consumer brand in the Bahamian market, media mix, timing, budget ranges.
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OOH measurement, how to know if your Bahamas billboard worked.
Outdoor advertising isn't unmeasurable. A practical guide to measuring OOH campaigns in the Bahamas.