It was after the engine sputtered and died and I rolled silently to the shoulder of the highway that I briefly questioned my faith in cheap cars. With the fuel gauge pegged at the quarter-tank mark, I was sure I could drive the 20 kilometres to the next gas station in the old Toyota I […]

Some things are worth waiting for. Particularly cars. Particularly when there’s a newer, better model of the car you’ve had your eye on just around the corner. It’s easy to disregard this mentality as very few consumer goods maintain their peak relevance for an extended period of time anymore. There’s a better iPhone or computer […]

Back in the 1980s, the famous psychophysicist and marketer, Howard Moskowitz, was tasked with conducting groundbreaking market research in the area of spaghetti sauce. (Yes, I did just say spaghetti sauce). Moskowitz set out to determine what consumers wanted from their spaghetti sauce and one crucial element to his research was the question: Do customers prefer […]