Hello everyone,

Once again, thank you for all the thoughtful feedback on the last Field Note. I’m so grateful to each of you reading and joining the conversation.

As we head into the European holiday season, you can expect a little less focus on the world outside, and a little more on what’s going on inside my head. I’ve always found August to be a great time to pause, reflect, and re-strategise. Everything slows down a little around here because the Italians (quite rightly) take their summer breaks very seriously. It’s one of many things I love about living here.

Now, let’s kick off this week’s Field Note.

A few years ago, while on a date with a stand-up gentleman (still a great friend today), he asked me “If you weren’t doing what you’re doing now, what would you be doing?”. At the time, I was living in Dubai and leading Retail Marketing for Automobili Lamborghini across the Middle East & Africa (dream job) and I hadn’t really considered the question before, yet my answer came instantly and without hesitation:

“Psychology.”

I remember surprising myself with that answer. Surprised, firstly, because an aptitude test I took in Grade 11 suggested I’d either become an accountant (imagine?!) or... a psychologist. Turns out those tests might be onto something. And secondly, because even though I’d never consciously considered it, that answer felt so true to my core.

Fast forward to a few weeks ago, right after I sent out Field Note 03: Stop Calling Everything Luxury, one of you texted me (Grazie, Luca!) and reminded me of a brilliant quote from Horacio Pagani. When asked why his cars cost so much, he responded “Because I’m not selling cars. I’m feeding the ego.”.

Side note: if you need a killer lawyer in Milan, Luca Bisconti is your guy.

Horacio's quote stuck with me. And when I look back at my career, it reinforces one thing: psychology is in fact the fil rouge that runs through everything I'm doing.

Whether I’m working with clients on crafting a strategy or conceptualising a money-can't-buy experience, the starting point is always the same: Who are we speaking to? If we don’t understand that, no strategy, experience, activation or communication, no matter how well designed, is worth the paper it’s written on. That’s the foundation of every story, every partnership, every activation, every experience.

To illustrate that, I pulled a few quotes from the experts:

The Psychology Behind Luxury Consumption

The Importance of Legacy and Storytelling

The New Generation of Wealth

That last quote really hit me: “They’re not buying history, they’re buying projection.” I’ll definitely be digging into that one more.

That initial date conversation about psychology still lingers in my mind and not because I regret the path I didn’t take, but because I see now that I never really left it behind.

Every day, as a marketer, consultant, and creative, I’m doing what psychologists do. Observing, decoding, connecting. I’m helping people and brands tell stories that make them feel seen and that make others want to look closer.

So maybe I never had to choose between psychology and marketing. Because when it’s done right, marketing is psychology, but with different tools.

And I really wouldn't want to be doing anything else. ☺️

What I'm Into Right Now:

🎧 Podcast: What Now? with Trevor Noah

I especially enjoyed this episode with Esther Perel, that I listened to last week:

Meet Esther Perel – One of M... May 29 · What Now? with Trevor No... 127:13   ​

Currently Working On:

There's still a few spots left for the Dodgeball Supercar Rally 2025 taking place from 4 to 8 September 2025. If you'd like to join the fun (as partner or participant), get in touch! 🚗💨💨

Thanks for reading, and wherever you are, I hope you’re enjoying the sun and taking some time to think, dream and ponder a little.

Zantelle

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