Experiment · Ongoing

Brand teardown notebook

An accumulating notebook of how companies explain themselves: their words, flows, evidence, and blind spots.

Central question

What changes when a brand is examined as a sequence of decisions rather than a collection of assets?

Current state

The notebook starts with a simple rule: begin where a person meets the brand, not where the brand starts its own presentation.

That means looking at language, flow, proof, hesitation, and the information a customer needs at each moment. The goal is not a scorecard. It is a sharper way to find the decision that would matter most.

Next direction

Test the notebook against a financial product and an everyday consumer product; keep only the prompts that expose something actionable.