Because we find beauty in the minutiae, we get to what matters.

One senior prom, thousands of Tuesdays and Thursdays.

Understandably, many of us measure our lives based on the big stuff. The major milestones we reach as we age: senior prom, attending college or trade school, falling in love, buying a home, advancing in our careers, family vacations, kids’ graduations, becoming empty nesters, caring for aging parents, then down the line, retirement, and spoiling the grandkids.

Those are important, memorable milestones. Many filled with joy, some challenging and difficult. Stories based on these experiences are what we often tell ourselves, and others, when describing who we are and how we think.

OK, but do those highlight reel moments reveal the full picture of our lives?

While senior prom was a single, memorable event, we have thousands of average days. Tuesdays and Thursdays filled with minutiae. We often forget these everyday moments: commuting to work, boring meetings, lunchtime, shopping, cooking dinner, helping kids with homework, doing laundry, and if there’s time, watching a bit of TV.

We love exploring Tuesdays and Thursdays, because despite how forgettable they may seem, they are filled with the beauty, and challenges, of navigating daily life. While the average Tuesday typically doesn’t make the highlight reel, our everyday habits and decisions tell a more consistent and honest story than our milestones ever could.

Because we explore and find beauty in the minutiae, we get to what matters … understanding consumers when they are their most authentic selves.