> JOT ARCHIVE:

> JOT #09 > Just one thing about WETRANSFER:

“Before WeTransfer, sending a big file meant FTP logins, zipped folders, digital carrier pigeons and follow-up calls to check it hadn’t vanished into the ether. Then a bunch of Amsterdam challengers stripped it back to almost nothing: drop the file in, add an email, hit Transfer. No account, no clutter. The one thing that changed everything for me was their website. Instead of the usual homepage full of text nobody reads, they made a simple but smart decision: give the whole screen to new work by emerging designers, artists and creators, their early adopters. The site became a constantly changing gallery, and the product got out of the way, with the transfer box taking up barely 10% of the screen. Every studio I worked in, around the world, used it. It became a verb, the ultimate accolade. The sad truth is that under new ownership it’s behaving less like a challenger and more like a corporate (see Oatly): tighter limits, more upsell, more friction. A brand built on sharing now feels focused on selling.”

> JOT #08 > Just one thing about BACK MARKET:

"Back Market was one of the first brands to build on the success of Apple's own refurb channel. Until then, second-hand tech in the UK meant dodgy discount shops on the high street, and most people kept quiet if their iPhone wasn't box-fresh. Back Market changed that. Suddenly you could browse hundreds of refurbished devices on a slick, Apple-like site and have a tested, nearly-new one delivered days later, backed by a warranty and a genuinely efficient customer service team. They're on a mission to shine a light on tech's throwaway culture and change how we see nearly-new. I haven't bought a new device since my first order in the early 2020s. The one thing that wins it for me is their confident, cheeky and consistent challenger behaviour, which runs through everything they do."

> JOT #07 > Just one thing about LIQUID DEATH:

"They get it. What it takes to be a challenger. Yes, the logo, the tallboy can and design, the ads and the socials are all great. The voice nails it. All of it genius. But the one thing that really makes them different, memorable and desired by rockers of all ages is their brand behaviour. Most brands delete their online hate comments, Liquid Death turned theirs into a death metal album. Water brands all look the same, whispering the same old 'pure' and 'natural' lines. Liquid Death walks (swaggers) and talks (shouts) like no other water on the shelf, and challenges every easy-listening, dry, old norm in the category. Rock on!"

JOT #06 > Premium event space, near Valldemossa, Mallorca:

"Your website lists ten reasons to choose your space - capacity, catering, parking, packages, view, price etc. Tell us just one thing people still talk about a year after their event?"

JOT #05 > Art gallery, Palma Old Town, Mallorca:

"The work on your walls speaks for itself, so why is your website trying to say so much? Tell us just one thing you'd want an art lover to feel before they read a single word?"

JOT #04 > Artisan vineyard, near Binissalem, Mallorca:

"Your wines already tell their own unique stories, grape by grape, year by year. So why do your labels all look the same? Tell us just one thing about each wine that makes it different?"

JOT #03 > High-end real estate, Son Vida, Mallorca:

"Every one of your listings looks and sounds the same - same superlatives, same photos, same drone videos. Tell us just one thing about each property that will make people stop scrolling?"

JOT #02 > Luxury yacht charter, Puerto Portals, Mallorca:

"Your website, socials and brochures are loaded with generic photos and lists of functional features. Tell us just one thing about each boat that will touch people in an emotional way?”

JOT #01 > 5 star hotel, near Deià, Mallorca:

"They say a picture captures a thousand words, so why is your website so text heavy? Tell us just one thing you'd like to say about your beautiful boutique hotel overlooking the Med?