Observations. Ideas. Things worth thinking about.

Where strategy meets the unfiltered parts of building a business.

Connection? Correction.
Kelly Abesdris Kelly Abesdris

Connection? Correction.

She was a guest speaker at a networking event, and she was honest about having ADHD, about what that's actually like to run a business with. I liked her approach and vulnerability and reached out for a conversation. What I got was a free 'exploratory session' I never asked for.

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Romance Before Receipts
Kelly Abesdris Kelly Abesdris

Romance Before Receipts

I'm turning 40 this year, and I told them that. I said I wanted to go into my 40th year feeling good, and the idea of seeking these treatments was to try and leave behind some of the difficult parts of life so far; a clean slate if you will.

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Banking on Kindness
Kelly Abesdris Kelly Abesdris

Banking on Kindness

I was in a meeting when my phone started lighting up. Texts and calls from my dad, from his caregiver. His outing had clearly fallen apart, and I was sat there trying to hold it together.

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Decision Fatigue is Real
Kelly Abesdris Kelly Abesdris

Decision Fatigue is Real

Every decision you make costs you something. The small ones like what to wear, what to eat, what to respond to first, quietly drain the mental energy you need for the ones that actually matter.

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The Biscoff Effect
Kelly Abesdris Kelly Abesdris

The Biscoff Effect

From airline snack to global staple, Biscoff’s rise is a masterclass in disciplined product expansion and cultural placement. A look at what brands can learn from the humble cookie that engineered its own demand.

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Matte Black: More Than a Colour
Kelly Abesdris Kelly Abesdris

Matte Black: More Than a Colour

In design, matte black absorbs everything and reflects nothing. It holds space without demanding attention. It's the colour of restraint, of intentionality. That's why we built a business around it.

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