Archive

Everything we have published, newest first.

Is your pricing breaking the law?

Personalized pricing is under fire.

Nithya Sudhir

Oct 5, 2026

The four decisions hiding inside one BFCM page

Trust, tier, price, payment. Same page, four separate hurdles.

Nithya Sudhir

Sep 30, 2026

The screenshot, the wait, and the deal that finally breaks it

Three essays on everything that happens between wanting to buy and actually buying.

Nithya Sudhir

Sep 29, 2026

The first yes

Doorbuster: The one deal pulling an entire cart through checkout.

Nithya Sudhir

Sep 28, 2026

Are discounts creating a generation of patient shoppers?

Last week, we looked at why shoppers screenshot products they like.

Nithya Sudhir

Sep 21, 2026

Where did I save that?

Why shoppers save deals instead of buying them

Nithya Sudhir

Sep 16, 2026

Will it fit?

Are you a “size M” or a “42” kind of person?

Nithya Sudhir

Sep 7, 2026

Attention runs out. These four essays show where it goes.

A highlighter, a search bar, a font, and one ad played too many times. All spending the same budget: attention.

Nithya Sudhir

Sep 3, 2026

The Fourth Exposure Problem

Meta found conversions drop 45% by the fourth repeat. Here's what to do instead.

Nithya Sudhir

Aug 31, 2026

The clock, the calendar, and the box are quietly deciding for you

Same-day delivery, packaging, and back-to-school timing. Three ops calls that are actually psychology calls.

Nithya Sudhir

Aug 27, 2026

Should your box shout or whisper?

What does one do after grabbing a slice of pizza from their favorite pizzeria? They fold it.

Nithya Sudhir

Aug 25, 2026

Buy now, receive... now?

The relay race behind every same-day order, and why it's rewriting DTC

Nithya Sudhir

Aug 17, 2026