Sam Day, former CMO of confused.com, shares the secret behind their successful campaigns on limited budgets. Topics include management advice, brand vs price in insurance comparison, and how to compete in a highly competitive market. The chapter also discusses selecting advertising agencies and pitching to CMOs.

Architect, urbanist, and infill developer Sam Day discusses his career trajectory, including his first self-financed infill project. They explore missing middle housing, challenges for small developers, vibrant community centers, pros/cons of a land value tax, and the benefits of human-scale buildings. Part 2 delves into controlling land, financialization of real estate, and transforming suburbia through e-bikes and distributed shopping centers for a more connected community.