Most marketing and product strategies are built around two familiar moments: acquisition and retention. It's a useful model, but also an incomplete one. A lot of real-world behavior doesn't fit neatly into either category. It happens somewhere between, in moments where people return to something they've done before, but under different conditions. "Re-entry" is when someone comes back to a behavior, a category, or a decision they've already experienced - but not quite in

A lot of consumer strategy tools and frameworks were built for a world that felt relatively stable. People moved through life in a predictable order, context changed slowly, and assumptions held for long enough to plan against. That's no longer the environment most teams are operating in. Today, change is more frequent, more layered, and less linear. People are navigating personal shifts alongside a broader backdrop that feels unsettled economically, culturally, and socia

Our paper, The 100-Year Life Breaks Your Consumer Playbook, reflects the ideas shared during our esomar presentation.