Simon Cassels 12/29/25 Simon Cassels 12/29/25

Begin With The End in Mind

Begin with the end in mind, guiding life, leadership, creativity, legacy—Avise La Fin.

Simon Cassels 12/27/25 Simon Cassels 12/27/25

Ding Dong

The definitive inside story of how Ring transformed from a dismissed startup into one of the most recognizable consumer technology brands in the world.

Simon Cassels 12/27/25 Simon Cassels 12/27/25

Where Is Our Dongle?

From stealing software to software stealing us, a reversal of fortunes for creators everywhere.

Simon Cassels 8/17/24 Simon Cassels 8/17/24

Adventure Begins

My North Face bag reminds me: stay curious, keep exploring.

Simon Cassels 5/10/24 Simon Cassels 5/10/24

Exploring the Evolution of iPad Advertising:

From iPad launch to 'Crush'—Insights on Apple's Marketing Strategy and Creative Narratives

Simon Cassels 4/25/24 Simon Cassels 4/25/24

The Last iPod Commercial: "Share the Fun"

The first and last commercials in a defining era in music marketing.

Simon Cassels 4/8/24 Simon Cassels 4/8/24

"Shot on iPhone"

How the Longest Running Campaign in Apple's History Came to Be.