Decisions happen on the floor, not in the ad

A shopper who arrives informed can still leave undecided. Standing in front of two comparable options, most people are looking for one thing: confidence.

That confidence usually comes from a short, specific explanation — what this does, who it suits, what happens next. Presence at the point of decision is not decoration; it is the step that converts everything spent upstream.

Designing for that moment means preparing for the questions that get asked there, not the ones asked in a boardroom.