Author: VESNA©

How VESNA© Turned Swipes Into Data for Good Counsel’s New E-Commerce Experience

Good Counsel, a New York menswear brand for big-and-tall men, was preparing to move from an atelier model into a full digital business with e-commerce and a subscription club. Before launch, the team needed to decide which collections to prioritize, how to shape the assortment, what the creative direction should become, and how to build […]

VESNA© vs BCG: BCG Has the Full Machine. VESNA© Asks How Much Machine You Actually Need.

BCG and VESNA© compete in much of the same commercial territory. Both work with customer behavior, growth, strategy, demand, and the mechanisms that influence choice. BCG approaches this through a broad consulting system that includes Customer Insights, Demand Centric Growth®, strategy, transformation, technology, organization, and industry-specific expertise. VESNA© concentrates the same commercial problem around one […]

We Start With the Decision That Drives the Business

VESNA© grew out of a question that kept resurfacing across projects: why can a strong product, a compelling brand, and a well-designed customer experience still fail to produce the commercial result a business expects? Over time, the answer became increasingly clear. The critical point is the moment of choice — how a person perceives value, […]

VESNA© vs Accenture: Two Models of Commercial Transformation

Accenture and VESNA© both work on commercial transformation, but they are designed for different starting points. Accenture is built for large-scale transformation across technology, data, operations, customer systems, and enterprise infrastructure. Its model is particularly strong when a company already knows what needs to be rebuilt and requires the scale, technical depth, and implementation capacity […]

140 Strategies That Drive Buying Decisions Is a Lie. And That Is the Point.

The title promises 140 strategies that influence buying decisions. They are all there — more than 140 techniques and stratagems built around a single commercial question: why does someone buy, hesitate, postpone the decision, or walk away? But the list of strategies is not the real product of the book. If, by the final chapter, […]

Manifesto: Digital & Marketing Agencies Are Dead. What’s Next?

The digital industry spent several years reassuring itself with one idea: artificial intelligence would change the way designers, marketers, and developers work, accelerate production, and take over routine tasks, but it would not replace valuable professionals. Today, that debate already feels outdated. The replacement has happened — not in the sense that these professions have […]

The White Room: What We Can Learn from Accomplished People in Santa Barbara and Montecito

The White Room is an independent nonprofit project created in Santa Barbara and Montecito by Kate Kolody, founder of VESNA©. At its core are carefully prepared conversations with people who possess deep professional experience and exceptional command of their field. Each episode is developed around a specific individual. The team studies the guest’s career, area […]

VESNA© Introduces The White Room, a New Intellectual Interview Series from Montecito

In 2026, VESNA© launches The White Room, an independent editorial interview project created in Montecito by Kate Kolody, founder of commercial transformation agency VESNA©. The White Room explores how accomplished people think, make decisions, and navigate complexity. The project brings together entrepreneurs, investors, architects, designers, scientists, authors, and other professionals whose work shapes companies, projects, […]

Inherited Vision. From the hereditary aristocracy of Vladimir to Montecito, Kate Kolody carries an old Russian family legacy into a contemporary world of design, culture, and enterprise.

Some biographies are easiest to tell through titles and accomplishments. Kate Kolody’s is not. Her story begins long before her own career — in pre-revolutionary Vladimir Governorate, in an old aristocratic family, a multigenerational mathematical tradition, an inherited visual talent, and several generations of people accustomed to looking for structure where others saw only separate details. […]