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 Today, that debate already feels outdated.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 VESNA© Methodology: Designing the Buying Decision
Every commercial result begins with a decision. A customer notices an offer, interprets its value, assesses risk, develops trust, compares alternatives, responds to context, and eventually acts. Product, positioning, brand, pricing, communication, proof, customer experience, digital environment, and the sequence in which information appears all participate in shaping that decision. VESNA© works with this decision […]
VESNA© What makes us so special?
VESNA© is a Buying-Decision Commercial Transformation Agency. Our work is centered on the customer’s decision: how people notice a company, understand its value, develop trust, evaluate alternatives, choose, buy, return, and recommend. Every engagement begins with the same task: identifying the mechanism that shapes that behavior. We study attention, emotion, perceived value, trust, risk, hesitation, […]
VESNA© vs McKinsey: Which Model Fits the Problem?
McKinsey and VESNA© both work on commercial transformation, but they are built for different types of problems. McKinsey is designed for large organizations where the challenge may involve operating models, multiple functions, large teams, and enterprise-scale transformation. VESNA© is built around a narrower specialization: Buying Decisions. Its core service, Commercial Decision Transformation, starts with a […]
140 Strategies That Drive Buying Decisions: How Commercial Choice Is Built
This fall, Kate Kolody will release 140 Strategies That Drive Buying Decisions, a practical book about how commercial decisions are formed and what shapes the moment when a customer chooses, hesitates, or walks away. A purchase begins long before checkout. Customers notice a product, assess its value, compare alternatives, evaluate risk, look for reasons to […]
DEXI© Framework
DEXI© is the proprietary diagnostic framework developed by VESNA© to determine where a business is losing the customer’s decision and what needs to change first. It can be applied to the points that shape choice — from offer and messaging to customer journey, e-commerce, and individual digital experiences. DEXI© helps move from a broad symptom […]