WIT.agency

Smart strategies for bold brands.

20/08/2025

Yesterday, I was in a meeting. The topic was how to measure results. For those who were not at the meeting, here is a take on how to approach it.

There’s the famous book on why, one that fills keynotes and carousels. And then there’s the other one. The unfriendly one. ‘The book of why’ has statistics, maths and formulas. It wasn’t a bestseller. It’s not on your “marketing must-reads” lists. And yet, it’s the book that change...

14/08/2025

No animals were hurt during the writing of this blogpost.

Goodhart’s law shows how marketing metrics lose meaning when they become goals. Discover what happens when KPIs like engagement, clicks, and conversions are gamed.

12/08/2025

The new blogpost has bikes and beer. Enjoy!

There’s a strange quirk in human psychology: the more effort we put into getting something, the more we believe it’s worth having. Psychologists call it effort justification . The rest of us just call it “the things we’ll do for what we want.” It’s why people will wait in line for a doll...

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