Thinking

The work of noticing,
published in public.

Two places to see how we think before we are hired. The Reason to Return takes one familiar brand apart every Thursday. Secrets to Win Big® is the conversation with the leaders who have done it.

01

The Reason to Return

One familiar brand. One invisible customer moment. One practical reason to come back.

Volumes 01 to 52, August 2026 through July 2027. A new volume goes live at midnight ET every Thursday, no announcement, no newsletter required.

The archive

3 of 52 volumes live · next volume August 27, 2026

Vol.HeadlineBrandCategoryDateStatus
  • 01The Slow LaneKrogerRetailAugust 6, 2026Open →
  • 02The Whisper ListDeltaTravelAugust 13, 2026Open →
  • 03Dessert FirstThe Cheesecake FactoryRestaurantsAugust 20, 2026Open →
  • 04The Memory TransferAppleRetailAugust 27, 2026Scheduled
  • 05The Reserved SpotToyotaAutoSeptember 3, 2026Scheduled
  • 06Your Name in LightsMcDonald'sRestaurantsSeptember 10, 2026Scheduled
  • 07The Table ValetCostcoRetailSeptember 17, 2026Scheduled
  • 08Friday Night On UsFour SeasonsHospitalitySeptember 24, 2026Scheduled
  • 09The First Fill MinuteCVSCareOctober 1, 2026Scheduled
  • 10The Front PorchTexas RoadhouseRestaurantsOctober 8, 2026Scheduled
  • 11The Second AddressAmazonDigitalOctober 15, 2026Scheduled
  • 12The Repair RehearsalAce HardwareHomeOctober 22, 2026Scheduled
  • 13The Secret HandshakeIn-N-OutRestaurantsOctober 29, 2026Scheduled
  • 14The Split CartWalmartRetailNovember 5, 2026Scheduled
  • 15The Captain's CardUnitedTravelNovember 12, 2026Scheduled
  • 16See It FirstGreat ClipsServiceNovember 19, 2026Scheduled
  • 17The Named MenuOlive GardenRestaurantsNovember 26, 2026Scheduled
  • 18First Build SaturdayHome DepotHomeDecember 3, 2026Scheduled
  • 19The First Week CallChewyCareDecember 10, 2026Scheduled
  • 20The Storm TableWaffle HouseRestaurantsDecember 17, 2026Scheduled
  • 21Drive Up AnythingTargetRetailDecember 24, 2026Scheduled
  • 22The Name at the GateAmerican AirlinesTravelDecember 31, 2026Scheduled
  • 23The Clean BillJiffy LubeAutoJanuary 7, 2027Scheduled
  • 24The Corner OfficePaneraRestaurantsJanuary 14, 2027Scheduled
  • 25The Caregiver's CardWalgreensCareJanuary 21, 2027Scheduled
  • 26The Goodbye ShelfTrader Joe'sRetailJanuary 28, 2027Scheduled
  • 27The First Fish BellBass ProRetailFebruary 4, 2027Scheduled
  • 28The Comeback StreakDuolingoDigitalFebruary 11, 2027Scheduled
  • 29Breakfast With Your Name On ItHoliday Inn ExpressHospitalityFebruary 18, 2027Scheduled
  • 30The Maker's VoiceEtsyDigitalFebruary 25, 2027Scheduled
  • 31Walk It With Me OnceWhole FoodsRetailMarch 4, 2027Scheduled
  • 32The Easy PartEnterpriseAutoMarch 11, 2027Scheduled
  • 33Every Name on the BoxDomino'sRestaurantsMarch 18, 2027Scheduled
  • 34In the MemoryDisney ParksHospitalityMarch 25, 2027Scheduled
  • 35The Recipe CardSherwin-WilliamsHomeApril 1, 2027Scheduled
  • 36The Proper GoodbyeNetflixDigitalApril 8, 2027Scheduled
  • 37The Named BoothIHOPRestaurantsApril 15, 2027Scheduled
  • 38The Big WeekendSam's ClubRetailApril 22, 2027Scheduled
  • 39Kept How You Like ItHiltonHospitalityApril 29, 2027Scheduled
  • 40The Quiet ChairUltaCareMay 6, 2027Scheduled
  • 41The First TwelveSpotifyDigitalMay 13, 2027Scheduled
  • 42My RegularsInstacartDigitalMay 20, 2027Scheduled
  • 43The Curbside RegularChili'sRestaurantsMay 27, 2027Scheduled
  • 44The First RideUberTravelJune 3, 2027Scheduled
  • 45What It Is NotAutoZoneAutoJune 10, 2027Scheduled
  • 46The Feel Better RunDoorDashDigitalJune 17, 2027Scheduled
  • 47The Three Dollar GiftDollar GeneralRetailJune 24, 2027Scheduled
  • 48The Written BoxLowe'sHomeJuly 1, 2027Scheduled
  • 49One of OursPetSmartCareJuly 8, 2027Scheduled
  • 50The Good Game RoundDairy QueenRestaurantsJuly 15, 2027Scheduled
  • 51The Fair WallTractor SupplyRetailJuly 22, 2027Scheduled
  • 52The ColleagueUPSServiceJuly 29, 2027Scheduled

Scheduled volumes publish themselves. Each one becomes readable at midnight Eastern on its date, the calendar is visible so you can see the discipline, not just the output.

02

Secrets to Win Big®

The podcast where operators say the part they usually leave out.

Hosted by Arjun Sen. Ten seasons and counting, with VIP guests who have built the brands everyone else studies. This list pulls straight from the podcast feed, so new episodes appear here the moment they publish.

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