Comments for Occam's Razor by Avinash Kaushik

Comment on 2 Seconds to Brand Impact: A Modern Video Ads Playbook by Brett Mayer

Brett Mayer — Sun, 18 Jan 2026 23:09:53 +0000

A phenomenal collection of wisdom compressed into one post, Avinash.

I found the recommended Media Plan to be particularly helpful. This is not what we are getting from our global Agency. Their emphasis is still heavy (60%) on what you are calling Blaze. We are going to revisit this immediately.

The other mantra I took away: “why now.” It is an immense challenge for any creative director, and a difficult one to solve.

Thanks.

Comment on 2 Seconds to Brand Impact: A Modern Video Ads Playbook by Avinash Kaushik

Avinash Kaushik — Fri, 16 Jan 2026 22:57:01 +0000

Scott: Organic Social tends to have a particular segment of your audience, it can be unrepresentative of what will work if you put your ad in front of a wider audience on, say, Meta or Tiktok etc.

The objective with Pre-Testing, especially at the concept stage, is to not produce a lot of creative that will ultimately fail.

Hence, pre-testing before you dump a lot of money in is a wise idea.

One place I actively use “testing” on Organic is to figure out which posts I should put money into amplifying using my paid dollars on that channel. In that instance it can be a good signal.

Comment on 2 Seconds to Brand Impact: A Modern Video Ads Playbook by Scott Isbell

Scott Isbell — Fri, 16 Jan 2026 03:05:12 +0000

Thank you for sharing this valuable information Avinash. It is incredibly generous of you.

For testing creative, what are your thoughts on using organic social post data to inform what you put money behind?

Comment on Loss Recovery Growth Model: Answer Engine Optimization (AEO) by Avinash Kaushik

Avinash Kaushik — Tue, 13 Jan 2026 16:00:18 +0000

In reply to Joshua. Joshua: People are still going to buy, lots of stuff. The shift, in this context, is at what stage they are influenced (consumer journey), where they are going to be influenced (ex: channels), and by whom are they going to be influenced (brands, affiliates, LLMs). I unpack this in the complete six-part AEO newsletters, please do refer to it. It includes coverage of why Brand Marketing is even more important now re the three points above. The traffic estimates come from my experience, my clients, from extensive research from tool providers, research providers. These are easily accessible, just ask ChatGPT for sources. :) Thank you.

Comment on Loss Recovery Growth Model: Answer Engine Optimization (AEO) by Joshua

Joshua — Tue, 13 Jan 2026 15:36:07 +0000

I’m mostly curious in how you’re coming up with the traffic loss estimates especially when you say they’re conservative.

I think outside of search traffic, people still need to buy things. The name of the game is making sure they know you’re around when they’re ready to buy. No technological shift is going to change that.

Amazon has already been around for years for people to buy from instead of smaller brands. I guess I wonder where these potential customers shift to. Lots of people are talking about SEO to AEO during a time when I think Brand marketing is more important than it’s ever been. Good brand marketing is kind of immune to most of this, isn’t it?

Comment on See-Think-Do: A Content, Marketing, Measurement Business Framework by Wolfgang Weber

Wolfgang Weber — Wed, 01 Oct 2025 11:55:41 +0000

This is an incredibly powerful framework that moves beyond traditional marketing funnels like AIDA by being truly customer-centric and optimized for the digital age.

Thanks For Sharing Avinash.