The public proof
The bodies are open.
Every so often I take a brand everyone knows and perform an autopsy on it: why it's tolerated instead of desired, and what I'd do to change that. Nobody asks me to. I can't help it. It's the most honest way to show how I think — on cases you can verify with your own experience as a customer.
Autopsy Nº 03·Global
Zara - Exhausted by overexposure
It has a quieter problem: it sells enormous volumes without each purchase mattering very much.
Making discovery possible again.
Fashion · Spain · August 3, 2026 · 16 min read
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Autopsy Nº 02·Global
McDonald's - It's not a price issue
McDonald's stopped being “the place I want to go” and became “the place I settle for.”
The scarcity of time.
Fast food · United States · August 3, 2026 · 16 min read
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Autopsy Nº 04·Regional
El Emporio de los Sándwiches
What it cannot say today with indisputable authority is: “This is the sandwich worth crossing Montevideo for.”
Desire went elsewhere.
Dining · Uruguay · August 3, 2026 · 32 min read
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Autopsy Nº 01·Global
Sales Came Back. Desire Did Not
The customer returned out of habit and for good coffee, not desire, and habit is borrowed: someone faster or cheaper comes along and takes it.
The lost ritual.
Coffee shops · United States · July 30, 2026 · 17 min read
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Next on the table
Uber. The brand that turned "calling a cab" into a verb, and then let the experience go back to feeling like a cab.
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".