Ideas shape businesses long before they become brands.

Field Notes is where I share observations from decades of developing brands, exploring ideas, and working with people who believe things can and should be better.

I write about branding, design, strategy, marketing, creativity, and leadership. Some thoughts come from experience. Others are questions I'm still asking.

Randall Martínez 10/8/26 Randall Martínez 10/8/26

The Case for Good Design

Good design involves more than just aesthetic considerations; it has the power to influence how people perceive a product, to generate emotional value, and thus enables products to command higher prices. It does this by transforming ideas into experiences and by setting a brand apart from its competitors, thereby establishing customer preference and credibility. Although it cannot save a poorly designed product, it can highlight and enhance the qualities that make a good one worth selecting.

Randall Martínez 7/1/26 Randall Martínez 7/1/26

AI Killed The Designer

AI is not going to replace designers; rather, it is transferring their value from production to strategy, empathy, and judgment. Although AI is capable of rapidly producing ideas and information, it cannot truly understand people or decide which options will result in meaningful connections. With these tools becoming widely accessible, the ability to ask better questions, choose the right ideas, and make sound decisions—that is, discernment—will become the real source of competitive advantage.

Randall Martínez 6/30/26 Randall Martínez 6/30/26

Why Lifestyle Brands Command Premiums

The biggest opportunities rarely come with guarantees. They belong to the people and organizations willing to see beyond what's obvious, challenge conventional thinking—it's about making smarter ones. Discover why perspective, confidence, and strategic risk-taking are the foundation of a lasting competitive advantage.