And, we can produce charts, tables, graphs and acronyms till the cows come home.

But, in the end, we believe in behaving like your consumer.
Do I like it, or do I hate it? Is it good, or is it bad? Our instincts tell us what is right and what is wrong. What is worth picking up or worth passing by. All this, more often than not, in a fraction of a second.

So, we use years of experience and instinct to filter everything we have learned into a single, simple idea that we know stands the best chance of working.