The one-path rule for reviews
The moment you route happy customers one way and unhappy ones another, you’ve built the thing regulators act on.
This is an illustrative placeholder for the article body — the writing lands here, in the register the brand uses everywhere else: numbers over adjectives, short declaratives, the baseline named.
The point of publishing our own thinking is the same as publishing our own second thoughts on a case study: it is the show-your-working claim, made in public. A note that could be pasted onto a competitor's site unchanged is not written yet.
Real articles replace this before launch. Back to all notes.