Most marketing content focuses on tactics.
How to write better ads.
How to improve ROAS.
How to scale campaigns.
Those things matter. But I’ve always been more interested in a different question:
Why do people buy?
Before They Buy is my attempt to understand how consumers think and what influences their decisions. Marketing is simply the lens I use to study those decisions.
Here, I break down real campaigns, brands, customer conversations, competitor strategies, and market trends to understand what actually drives demand.
Some articles are based on research. Some come from experiments. Others are observations from studying successful brands. The goal isn’t to prove a theory—it’s to learn by asking better questions.
Topics you’ll find here include:
- Creative strategy & Meta Ads
- Positioning and messaging
- Buyer psychology
- Competitor and category analysis
- Offer strategy
- Customer research
- Market sophistication
- Branding and go-to-market thinking
My belief is simple:
People don’t buy because of a platform or a clever headline alone. They buy because something changed the way they saw a problem, trusted a solution, or justified a decision.
That’s what I want to understand.
If you’re a founder, marketer, or someone curious about consumer behavior, I hope these articles help you think a little deeper about marketing—not by giving you more hacks, but by helping you understand the people on the other side of the screen.
Because before every purchase, there’s a decision.
And understanding that decision is where better marketing begins.