George Webster

112 posts London

George is a content marketing consultant based in the UK. He has no awards, no cool creative account experience and no tattoos. What he does have is an unhealthy obsession with why ads work. 14,000+ catalogued. This platform is what came out of it.

Recovery Commerce

Three ways to make a purchase pay for what was lost.

4 min read

You Don't Need A Better AI. You Need Better Direction

Why the AI creativity problem can be solved more simply than you think.

4 min read

Strategic Brand Asset Absence

The logo is optional. The recognition isn't.

4 min read

Undesired Behaviour Consequences

Eight ways to make the wrong choice feel stupid, costly, embarrassing or simply not worth it.

7 min read

Brand Benefit Behaviour Consequences

Six ways to show what happens after the benefit lands.

5 min read

Consequences of Inaction

Nine ways to show the future is the most persuasive thing you can put in front of an audience right now.

6 min read

Hijack Sponsorship

Seven ways to work around, past or deliberately against the sponsorship system.

7 min read

Borrowed Character Equity

Nine ways to leverage a character's fame to convey the desired outcome your brand needs.

7 min read

Creative Use of Absence & Omission Guide

Seven ways to make the gap the message.

6 min read

Subscribe to Big Ideas That Work for free tools and updates.

Join today, and we’ll send you the Source of the Idea 2026 report.