About
The Brief™ is the publication of Original Minds®, a strategic intelligence and advisory firm. Analysis of why customers choose — and what to do about it.
The Brief™ is the publication of Original Minds®, a strategic intelligence and advisory firm.
We study one question: why customers choose — and why they stop. Every piece we publish follows the same discipline we use in client work: what is happening, what it means, and what to consider. Not news. Not trends for their own sake. Interpretation, in service of better decisions.
What we cover
The forces that shape customer choice: how categories are being redefined, how competitors are repositioning, how culture is shifting what people want to be associated with, how opinion and influence move markets, and how macro conditions redraw the boundaries of what's possible. We read these forces at category level and translate them into what they mean for brands competing to be chosen.
Who it's for
The Brief is written for the people accountable for growth at brand-led companies — CEOs, CMOs, and the strategists around them. If your revenue depends on customers choosing your brand over the alternatives, this publication is built for you.
Who's behind it
The Brief is published by Tobias Dahlberg, founder of Original Minds®. Original Minds works with brand-led companies as their outside intelligence and strategy partner — monitoring the forces that shape choice in their category, diagnosing where relevance is strengthening or eroding, and advising on what to do about it. The methodology behind both the firm and this publication is Choice-Led Growth™: the premise that all growth is downstream of customer choice, and that choice can be understood, measured, and designed for.
The Brief is where that thinking is public. The firm is where it's applied to your brand.
Start here
Subscribe and you'll get our analysis in your inbox — concise, interpreted, and written to be useful the same day you read it.
