The100: Orangutan theory, virtual restaurants and why leaves change colour

Shipmates wanted

It’s all systems go here at Watch Me Think towers and we’re looking for 2 new people who can fit in with, amplify and add to a company that doesn’t do things by the book, just the comic. 

1. Research Project Manager (Junior, UK based)
2. Qualitative Researcher (Mid/Senior, UK based)

If you know someone, or know someone who knows someone, we’d be eternally grateful if you could send them the details. Thanking you.  

Orangutan theory

Ian Leslie has penned a marvellous piece on the benefits of talking through your ideas with someone else. The thinking being that when you explain your thoughts, you come out the other side with new insights and clarity. As Charlie Munger said:

“Going through the process of talking to someone else about your ideas requires you to put them together in a certain kind of format and manner that can be articulated to the other person. And that process is useful in seeing some flaws in your argument.” 

Location, location, location

Turns out that the placement of a product image on a pack can affect perceived heaviness and appeal. Fernando Arendar has explained all. And if you work on a brand where weight plays a role in product perceptions, you may want to grab your notepad:

“The study reveals that product images placed in the bottom-right corner of the packaging were perceived as heavier compared to those in the top-left. This mattered for products like snacks, where a heavier feel often suggests richness or indulgence […] On the other hand, for products where lightness is preferred, like healthier snacks, images placed in the top-left were more favorable.”

You become what you measure

Is what you’re measuring shaping who you’re becoming? The Rosie Lee group has been pointing out that, in addition to shaping priorities and decisions, metrics can mould our identity. But not always for the better. So, what can you do? 

“Ultimately, the goal is to align our metrics with our values. What we choose to measure should reflect not just what we want to achieve but who we want to become. If we value creativity, let’s measure our willingness to take risks and explore new ideas. If we value community, let’s track our contributions to social good, not just our bottom line. By choosing our metrics wisely, we don’t just manage our success—we shape it. And in doing so, we ensure that we become not just what we measure but what truly matters.”

Shake it off

Working day in, day out on a brand means that we lose touch with the thoughts and feelings of typical, light buyers. Her Serene Highness of Marketing, Jenni Romaniuk, has some tips for remembering what it’s like to be inexperienced with a brand and category, including:

“Go buy something from a new supermarket category, one you don’t shop from […] look at all the options, and try to work out how to choose between them. Set a timer and try to do this in 12 seconds without just randomly picking anything. When that fails, then record how long it takes you to make a decision you are happy with.”

Or, you know… give us a call 😉

Welcome to the world of ‘virtual restaurants’

Why is Brooklyn’s decades-old Kellogg’s Diner selling food under 18 different restaurant names on delivery apps? Two words: Virtual Brands. Eater says:

“virtual brands operate out of brick-and-mortar restaurants that already exist. Companies come up with the brands — which usually consist of just a logo, a name, and a short menu — then license them out to restaurants and bars, who execute the recipes and package them for takeout and delivery.”

And finally…

I clapped my hands in delight at the name of this Everton FC store. Well played. (h/t Dave Harland)

Why do leaves change colour? Science 💥 

A jazz band covering Nirvana on the spot. For the next 5 minutes you’ll find me collecting the fragments of my mind that have been blown 🙂

You’ve had Fran in the hot seat this week while Alistair is kicking back on holiday. 

Until the next time Alistair is away,

Fran