George Webster

Six ways to turn followers, customers and local merchants into storefronts, media owners and routes to market.

Fourteen ways to turn the placement, delivery and physical format of a sample into a persuasive creative idea.

Ten ways to turn product trial into a persuasive test, reward, mystery, diagnosis or demonstration.

Six ways to show how behaviour can become a genuinely spendable brand asset.

Most brands want to be part of culture. Unfortunately, that often means dropping the product into whatever people are currently discussing and hoping some of the attention rubs off. But mentioning a cultural moment does not make an idea culturally relevant. A more useful question is: What’s happening right

The tactics behind 'Smartphone Free Childhood' and the questions that could have got you there

Eight ways to find the expert who makes the idea more trusted and more interesting.

Seven ways to reverse assumptions, expose bias, rewrite scripts and reveal hidden truths.

The tactics behind 'Leave Space' and the questions that could have got you there