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Series
Every campaign debrief has a visible explanation. A weak subject line. The wrong send time. A list that needs cleaning. A channel that underperformed.
Most of the time that explanation is wrong.
The Real Cause is a series that examines what is actually happening beneath the visible explanation — in the infrastructure, in the customer's psychology, in the logic of the channel, and in the gap between the metric and the outcome.
Across email, CPaaS, WhatsApp, SMS, RCS, MarTech, and AI in brand communication.
No vendor agenda. No sponsored content. No tips. Just the real cause — and what to do about it.
Brands have more customer data than ever. They use it to personalise the words. Jenny Thomas identified the failure that happens next — in 1983, before MarTech existed.
Brands invest everything in the entry experience. The exit is left to chance. Jack Brehm identified the psychological consequence in 1966 — before MarTech existed to scale it.
Every discount teaches one lesson. Harry Helson's adaptation level theory explains why that lesson never expires — and what it costs every time the brand sets full price.
SMS built thirty years of urgency into a single notification sound. Brands are spending it on flash sales. The fraud alert arrives into the silence that follows.
Why the subscriber list your brand is protecting as its most valuable asset may be the thing quietly destroying its ability to reach anyone.
Daniel Kahneman proved in 1993 that the end of an experience governs how it is remembered — regardless of everything that came before it. Brands are investing as though the opposite is true.
