Issue07
22 August 2026
Steve Jobs couldn’t name his own laptop
The 4-box decision that gave every Mac a job.
The Sold Library
Every issue, in one place.
One marketing tactic a week: what happened, why it worked, and what’s worth stealing.
Issue06
22 August 2026
The psychological trick behind Uber’s map
Uber made waiting easier before it made cars faster.
Issue05
22 August 2026
The £40 flight that made me suspicious
easyJet made low prices believable by showing you the trade-off.
Issue04
22 August 2026
“Member since”: the 2 words worth billions
American Express made customer history visible.
Issue03
22 August 2026
Red Bull: how they became a media company that happens to sell drinks
The can barely changed. Everything around it did.
Issue02
22 August 2026
Google won by doing one thing
The goal-dilution effect, and why doing less can sell more.
Issue01
22 August 2026
The IKEA effect: why building it yourself makes you value it more
Why assembling it yourself makes you value it more, and the cake-mix trick that proved it.
Not signed up yet?
Join Sold and get every issue straight to your inbox (+ a FREE welcome gift!)