High Concept Advisory · Writing
Notice what's
about to matter.
Essays on behavior, brand, and the experiences people actually show up for.
The Permission Series
Americans are drinking less than at any point in 90 years. The wellness industry is taking a victory lap. It's about to walk into a problem it never priced in. One worldview, four entry points.
01
The Drink Was Always Optional
The wellness victory lap missed one thing. Nobody was drinking for their health. So what was the drink actually carrying?
June 30, 2026
02
The Permission Business
Every experiential marketer has been in the alcohol business for years. The bottle was just one technology for lowering the guard, and not the best one.
July 2, 2026
03
Shoot the Edges, Leave the Center Dark
We pulled the chemical that dropped the guard and installed a thousand cameras that raise it. How to capture a night without killing it.
July 7, 2026
04
I Want to Build Into This
The category is already forming. Engineer the permission, build for the night and the morning both. Who's in?
July 9, 2026
Coming July 14 — The capstone essay. The whole argument in one place.