We decode emotional logic so every marketing decision works 12x harder.
Sooth closes the gap between how people choose and how brands decide.
Sooth is the only system built to decode emotional, practical, and situational signals—and turn them into audience strategy, message clarity, and measurable growth.
We don’t model demographics or predict past behavior. We decode what moves people to act.
That means our clients spend smarter, move faster, and see performance gains up to 12x—because they’re building on the 93% of decision-making most brands still ignore.
Sooth gives you strategic direction you can act on immediately — putting you ahead of customer demand, not behind it.
Sooth doesn't measure what already happened. It reveals what's about to—by decoding the emotional momentum behind decisions in progress.
Meet ELI The only Emotional Logic Interface that powers predictive performance.
Not a chatbot. Not a dashboard.
ELI is a decision engine — an AI uniquely trained on the real-world needs, habits, and tendencies of 300 million people that shows you what to do, before anyone else sees it coming.
The Sooth Method — now powered by ELI — has driven strategic transformation. At the core of Sooth is a breakthrough approach to predictive strategy. Unlike traditional systems that model demographics or past behavior, we decode what actually moves people — emotionally, practically, and contextually.
All of our solutions are grounded in the Sooth Method — a proprietary system for transforming human insight into predictive strategy — powered by ELI, the world’s first Emotional Logic Interface. ELI is the only AI system built to decode emotional logic and turn it into business strategy. ELI doesn’t tell you what happened. It shows you what’s coming and tells you what to do next.
Together, the Sooth Method and ELI do what no other system can do. We turn verified human truth into action, giving brands instant clarity, smarter decisions, and up to 12x better performance while eliminating up to 80% of wasted spend. Sooth doesn't measure what already happened. It reveals what's about to—by decoding the emotional momentum behind decisions in progress.
.jpg)
Our Mission
"Across categories, across business models, and all around the world I saw the same problem. Talented teams delivering subpar results. And I knew it wasn't their fault. They were too far inside to see what was broken. And so I had to step outside to fix it."
—Ian Baer
-min.jpg)
Sooth founder, Ian Baer, is the rarest triple-threat: strategist, creative visionary, and business leader. He’s spent 30 years leading brands like Verizon, Samsung, JPMorgan Chase, and Adobe—and delivering results most teams never touch.
He grew an ecommerce apparel business 70% year-over-year for eight straight years. Increased acquisitions 9x for a tech giant while cutting cost per acquisition by 93%. Drove a 75% retention lift for a travel leader in six months. Boosted social engagement 12x in 90 days for a financial services brand.
What made those results possible wasn’t data, technology, creative, or budget. It was verified emotional signal. A deeper understanding of what moves people to act.
Sooth was built to make that advantage scalable. To give teams a system for seeing what matters sooner and turning emotional drivers into measurable performance.
Global marketing performance is down more than 70% since 2020. And it’s still falling.
Not because teams aren’t working hard—but because they’re optimizing the wrong things.
Chasing vanity metrics. Ignoring what actually drives decisions. Letting the signals that matter—emotional, practical, and situational—go unseen or unused.
Signal waste is the result. You see it every time a brand:
- Creates content that doesn’t connect
- Buys media that miss the mark
- Chases targets that will never convert
- Gets blindsided by a competitor they didn’t see coming
- Reports “success” based on clicks, likes, and lift—with nothing to show for it
Sooth was built to eliminate signal waste by helping teams stop measuring what’s easy and start acting on what actually moves people.
Great teams. Smart strategy. World-class creative.
None of it works if you’re using the wrong inputs.
Without emotional, practical, and situational signals, even the best work misfires. Audiences get misread. Messaging gets approved before it’s aligned.
Performance drops—and most teams don’t know why.
This is how signal waste creeps in:
- Work that looks right but doesn’t land
- Spend that gets optimized but still under delivers
- Goals missed without a clear cause
Sooth gives you what none of that can: verified signal that drives the right decisions from the start.
If you’re not using verified emotional, practical, and situational signals, you’re guessing.
And that’s why your best work is programmed to fail, and no level of optimization will save it.
The Sooth System was built to break this cycle in weeks, not months, and at any level of scale.
Five products. One integrated system. 91% predictive accuracy. Zero guesswork.
Because when you start with signal, performance follows
Cut wasted spend by as much as 80%
Improved in-market performance by 5x to 12x
Leapfrogged competitors and held challengers at bay
This isn’t optimization. It’s advantage.
Our Mission
"Across categories, across business models, and all around the world I saw the same problem. Talented teams delivering subpar results. And I knew it wasn't their fault. They were too far inside to see what was broken. And so I had to step outside to fix it." —Ian Baer
Ian Baer's Story
Sooth founder, Ian Baer, is the rarest triple-threat: strategist, creative visionary, and business leader. He’s spent 30 years leading brands like Verizon, Samsung, JPMorgan Chase, and Adobe—and delivering results most teams never touch.
He grew an ecommerce apparel business 70% year-over-year for eight straight years. Increased acquisitions 9x for a tech giant while cutting cost per acquisition by 93%. Drove a 75% retention lift for a travel leader in six months. Boosted social engagement 12x in 90 days for a financial services brand.
What made those results possible wasn’t data, technology, creative, or budget. It was verified emotional signal. A deeper understanding of what moves people to act.
Sooth was built to make that advantage scalable. To give teams a system for seeing what matters sooner and turning emotional drivers into measurable performance.
How Signal Waste Destroys Marketing Performance
Global marketing performance is down more than 70% since 2020. And it’s still falling.
Not because teams aren’t working hard—but because they’re optimizing the wrong things.
Chasing vanity metrics. Ignoring what actually drives decisions. Letting the signals that matter—emotional, practical, and situational—go unseen or unused.
Signal waste is the result. You see it every time a brand:
- Creates content that doesn’t connect
- Buys media that miss the mark
- Chases targets that will never convert
- Gets blindsided by a competitor they didn’t see coming
- Reports “success” based on clicks, likes, and lift—with nothing to show for it
Sooth was built to eliminate signal waste by helping teams stop measuring what’s easy and start acting on what actually moves people.
Why Good Work Isn’t Enough Anymore
Great teams. Smart strategy. World-class creative.
None of it works if you’re using the wrong inputs.
Without emotional, practical, and situational signals, even the best work misfires. Audiences get misread. Messaging gets approved before it’s aligned.
Performance drops—and most teams don’t know why.
This is how signal waste creeps in:
- Work that looks right but doesn’t land
- Spend that gets optimized but still under delivers
- Goals missed without a clear cause
Sooth gives you what none of that can: verified signal that drives the right decisions from the start.
The Only System That Turns Signal into Results
If you’re not using verified emotional, practical, and situational signals, you’re guessing.
And that’s why your best work is programmed to fail, and no level of optimization will save it.
The Sooth System was built to break this cycle in weeks, not months, and at any level of scale.
Five products. One integrated system. 91% predictive accuracy. Zero guesswork.
Because when you start with signal, performance follows
Cut wasted spend by as much as 80%
Improved in-market performance by 5x to 12x
Leapfrogged competitors and held challengers at bay
This isn’t optimization. It’s advantage.
Want to stop guessing—and start knowing what really drives your audience?
We'll build a customized Signal Snapshot that reveals what drives your audience—and what your competitors are missing.
We'll bring you:
A live, private walk-through of real-time insights
Three strategic takeaways you can use immediately
A preview of how Sooth turns signal into performance
No dashboards. No demos. No AI theater.
Just a glimpse of the intelligence your brand could be using within weeks.
.jpg)