Hello, Connoisseurs

In an era dominated by enterprise solutions and hard metrics, focusing on consumer-driven markets might seem counterintuitive. After all, consumer behavior – shaped by fleeting trends, cultural quirks, and raw human desire – remains notoriously tough to predict. Yet it’s precisely this potential for the unexpected that draws me to the space.

Take consumer tech, for example. Some argue its “window” closed a decade ago, leaving a handful of giants to dominate. However, with the right timing, distribution, and bold ideas, new products can still spark surprising shifts – helping consumers discover new behaviors and emotional triggers. Non-tech consumption is no different: changes in lifestyle preferences can reshape entire categories overnight, proving just as volatile.

Two areas fascinate me most: AI and wellness. AI isn’t just about automation – it’s reshaping how we communicate, learn, transact, and fulfill our evolving needs. Meanwhile, the wellness wave reflects a broader shift toward health, performance, and aesthetics. Whether we’re tracking our sleep patterns or trying new supplements, this surge in self-care is clearly redefining how we live, spend, and invest.

This blog is where I explore these shifts. While no one can predict every twist, we can stay vigilant (i.e. Shelf Aware) by gathering clues from e-commerce, media, gaming, personal care, and beyond. If it piques people’s curiosity, it will find a place here.

Welcome aboard.

A Little Trivia Never Killed Nobody...

• I once worked as a copywriter at a top-tier creative agency. I’ve left that world behind, but my love for wordplay hasn’t faded one bit.
• I’m also a music & podcast junkie (apparently in Spotify’s top 2% of listeners) and overall devour news nonstop. It’s borderline compulsive.
• By night, I make lofi jazz beats – once dreaming of becoming the next Nujabes or Tom Misch – hell, I’d have settled for 1,000 followers on SoundCloud. Let's just say my talent had limits.
• Semper Fi. As an ex-Marine, I can’t imagine a better place to have built the tenacity I rely on today.