Where ideas become frameworks
Essays, observations and working models on how markets, people, products and events actually behave.
This is the editorial space for deeper analysis, practical frameworks and ideas developed through real projects, research and experience.
A material worth starting with
Why Armenian Banks Are Rebranding at Scale
Brand change has become a systemic force in Armenia’s banking market. Twenty reasons—from customer expectations and competition to digital transformation, mergers and the battle for space on the smartphone screen.
Ideas across three directions
Louis Vuitton SS27: What an Eight-Metre Wave Reveals About Event Architecture
On 23 June 2026, Louis Vuitton presented its Men’s Spring–Summer 2027 collection in Paris against a monumental artificial wave, roughly eight metres high and more than 37 metres wide. Social media saw the spectacle. For an Event professional, the more interesting question is what had to exist around that single image for a short fashion show to become a global event — and why part of that system still produced friction.
#MyOneAndAHalfBillion
In 2007, after three months of unsuccessful job hunting, I was close to leaving Yerevan. One unusual vacancy led me to a small, unknown company where I became Marketing Director just two months later.
50 Days Before Brian Tracy, I Saw My Career Come to an End
The story of how, 50 days before Brian Tracy arrived, one day completely changed the way I saw the management of a major event project—from a list of tasks to a system of risks and interdependencies.
How Not to Lose Your Head in an Information War
How to preserve independent judgment when Telegram, TikTok, Instagram, YouTube, Facebook, X and AI are all competing for our attention and our picture of reality.