A quick evaluation shows whether this crime is undermining your brand—and whether you’ve been ignoring the evidence.
Answer these 3 questions honestly:
Ask, “Do we know someone like this?”
If the room goes quiet and someone says, “Well… conceptually,” the suspect is imaginary.
If your brand decisions rely on customers being well-rested, aspirational, and consistently mindful, you are designing for a version of humanity that exists mainly in keynote slides and Sunday newsletters.
Strip away “conscious,” “curious,” “urban,” and “intentional.”
If nothing concrete remains — habits, constraints, frustrations — you’re interrogating a vibe, not a human.
Honest assessment is the first step. If you want to investigate further:
