insights
Ideas that build systems.
Notes on strategy, creativity, media and technology from the mentorXL team — how brands grow when every part works as one system.
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Thumb-Stopping Engineering: Designing the First Three Seconds
The job of an ad is to buy the fourth second. A complete guide to thumb-stopping engineering: scroll psychology, the four stopping...
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Hook Engineering: How to Win the First Three Seconds
Most ads don’t fail because the idea is weak — they fail in the first three seconds. A practical guide to hook...
