I run Knowing and I write Think Small.
I studied advertising design at Syracuse and started my career making digital ads for brands like Coca-Cola, Rolling Stone, and AT&T. For nearly thirty years since, I’ve designed the sites, apps, and services those ads lead to, leading product teams and running a studio of my own.
Most advertising advice is written for people spending someone else’s money. Think Small and Knowing are for the person who writes the ad, pays for it, and finds out on Monday whether it worked. I built Knowing to give that person the kind of useful, informed evaluation that has historically required an agency or an experienced creative team.
I also write about technology on LinkedIn and Medium, and I’m always glad to hear from readers in either place.
How Think Small is made
Every piece starts with a question a business owner spending their own money on ads would actually ask, and a search for what is known about it. Research and first drafts are produced with AI. Before drafting begins, each source is checked for who stands behind it and when it was published. The source that carries a claim is linked in the sentence that makes it, so you can go and look.
I read and edit every piece before it publishes. Nothing goes out that I wouldn’t sign, which is what the byline means. If something here is wrong, write to me at spcoon@knowingads.com. Corrections are noted at the bottom of the piece, with the date.