Everyday Things is a simple idea.

Clarity, usability, and category structure drive real demand — in markets where supply, choice, and spend have outpaced understanding.

It’s fair to still have questions.

What this is / isn’t

Is: observation-based, mechanism-first, decision-adjacent.

Is: built to name constraints before prescribing solutions.

Isn’t: thought leadership, trend commentary, or performance marketing theater.

Isn’t: a motivational platform or a creator-first growth system.

What is an “Everyday Thing”?

An Everyday Thing is a familiar product, behavior, or category moment that shows how demand forms—or stalls—once categories mature, fragment, or lose clarity.

Who is this for?

People responsible for growth.

Brand leaders, strategists, researchers, investors, and operators—especially in categories where supply, choice, and spend have outpaced consumer understanding.

Is this research, opinion, or commentary?

Applied strategy.

Each piece combines observation, category evidence, and established behavioral and brand principles to make growth dynamics easier to see and talk about.

How often is this updated?

Some weeks are quiet. Some aren’t. The work is about useful signals, not a publishing calendar (but you’ll find something new most months).

Why does this exist?

Everyday Things sits inside a broader body of work that includes longer essays and a forthcoming book on modern consumer growth.

How the newsletter fits the book

The book is the resolved system. The newsletter is the monthly synthesis: a small set of signals, one mechanism, and what it changes—language that gets pressure-tested in public and later resolves into chapters.