KnotSimpler, Inc.

Today, I’m thrilled to unveil the corporate entity through which I will be doing consulting and other work. Beginning today, I’ll be the Principal at KnotSimpler. (For board and advisory roles, I’ll still be plain old Josh Chasin.) I’m a big believer in branding. When I knew I was going to form a corporate entity, I didn’t just want to go the route of “Josh Chasin Consulting.” I wanted to pick a name that had some branding value. And this took time and, predictably, research. I sent an email to a bunch of folks I’ve worked with throughout my career, and asked them to reply with one word that they thought described me at work. Some were kind enough to offer several words. I took these words and studied them. Made a word cloud. Asked ChatGPT to suggest 25 names based on the words. Asked ChatGPT to give me 25 words that were similar to the words on the list. But nothing was singing to me. So I waited. After four weeks putting it out of my mind, I came back and looked at the word cloud. This time I picked up on two clusters of words (and at this point, I should say, my friends and colleagues were insanely complimentary, maybe to a fault. I should have polled more people who dislike me. But then, I probably don’t want to do business as “Smart Ass, Inc.”) One cluster of words was around measurement, insights, and expertise. The other cluster was around simplification, explanation, and credibility. And this reminded me of one of my favorite quotes, generally attributed to Albert Einstein: “Everything should be made as simple as possible, but not simpler.” Finding order from chaos. Charting a course forward in a turbulent ecosystem. Mapping journeys through complexity via durable, simple solutions, colored by wisdom and experience. (Well, experience.) Making things as simple as possible. But not simpler. That was the name. I chose to use the “knot” as opposed to the “not” spelling, for two reasons. First, because it requires the mind to do some decoding, which I tend to believe makes the branding stick better. Probably up top when you first read “KnotSimpler,” you weren’t sure where I was coming from. But now, you’re going to remember. Second, because using the word “knot” suggests disentangling, which I think is a synergistic visual metaphor. The concept of making the complex simple is suggested by the metaphor of untying a knot. Next, I wanted to think about look and feel. I wanted something that embodied all this, and that was, ideally, elegant in its simplicity. So I went to my friend Lori Kothe, who did design at Comscore. Elegance in simplicity is pretty much her stock in trade. She took all my thoughts, and made them better. And simpler. I’m in her debt. So thank you to all my friends and colleagues; you have been so supportive and kind. I continue to be both humbled by this, and more grateful than you can know. And last– please like, share, and recommend us to your friends! Send them to Josh Chasin. Principal, KnotSimpler.

What do you think... should Josh continue the conceit of referring to himself in the third person on the KnotSimpler page? Let us (er, him) know what you think.

Based on composition, this is the panel Josh Chasin is usually on at TVOT. It's ok. He's on 2 others.

Our fearless leader expressing a healthy skepticism as regards AI... but then he finds its place in advertising analytics.

Our leader (and sole employee) Josh Chasin will be attending the ANA conference this week.

KnotSimpler is a proud to be among the newest crop of companies to have joined the Coalition for Innovative Media Measurement (CIMM).

KnotSimpler is thrilled to announce that we are now members of the Coalition for Innovative Media Measurement (CIMM). Our Principal, Josh Chasin, has been a CIMM member through three different companies now. Looking forward to diving into some of the CIMM Committees and Working Groups.

The whole office at KnotSimpler is abuzz with the news that our principal, Josh Chasin, will be presenting the paper he and Albert Lau co-authored on key issues in driving quality in big data-based audience measurement currencies. Meet us at the Coalition for Innovative Media Measurement (CIMM) summit October 8 and 9.

Everyone here at KnotSimpler is so excited at this news...

I guess I should add, hashtag sarcasm.