Aizle
-
Rory Sutherland’s rolling list of referenced brands & companies
Twenty-plus years in advertising has given me one clear habit: I’m always looking for case studies from outside my category. The best ideas rarely come from studying your direct competitors → they come from seeing what someone in a completely different industry did with a completely different problem, and going “huh, that could work.” This… More →
-
Rory Sutherland’s rolling list of books
I should warn you: this is a gateway drug. One book in and you’re three deep into evolutionary psychology at 2am wondering what happened. Audiobook versions with a good narrator are my absolute preference → breaks up the podcast rotation and means I can absorb this stuff while pretending to exercise. The non-fiction curse is… More →
-
Rory Sutherland’s rolling list of academic papers & articles
Right. This is the section where Rory’s brain goes properly academic, and I’ll be honest → some of it is dry enough to use as kindling. But fascinating kindling. The kind of stuff where if a spark catches, you’ll feel the warm glow of new ideas. My genuine advice: throw any of these into an… More →
-
The most dangerous phrase in the parenting industry is “You’ve got this, mama!”
Every brand says it. Every Instagram account posts it. Every competitor’s social feed, every community welcome message, every product page → it’s there… “You’ve got this, mama!” It’s the emotional wallpaper of the entire parenting product category. So ubiquitous that nobody questions it. So familiar that it feels like a safe bet. It’s the single… More →
-
Stop Dating AI. Start The Marriage: The Prenup.
The Full Research, Strategy, and Action Guide Behind the Keynote By Adam Horne / Aizle Companion piece to “Stop Dating AI. Start The Marriage.” — presented at Berghs Unconference:AI 2026, Aula Main Stage, 14:30–14:50. Table of Contents See the Presentation Executive Summary Let’s start with something that might surprise you in a white paper about… More →
-
It’s the Money: The Structural Incentives Keeping Us Stuck in the AI Loop
Zoe Scaman wrote something genuinely sharp last week. “The Six Loops” → a taxonomy of the stuck conversations we keep having about AI. And I just want to build on it. Her loops are: Fear. Hype. Efficiency. Exceptionalism. Tactical. Minimising. Six scripts, endlessly performed, never going anywhere. She does an excellent job of highlighting the… More →
-
Why you secretly hate your best ideas (or how to kick creative dysmorphia)
TL;DR: That feeling where you irrationally hate your own work isn’t just you. It’s “Creative Dysmorphia” – a bug in our brain’s code fueled by cognitive biases. The patch isn’t to ‘get tougher’; rather, it may be to use AI as an objective ‘window’ to externalise our ideas and break the neurotic loop of self-doubt.… More →
-
AI apps™ are walled gardens. You just can’t see the walls yet.
TL;DR: OpenAI just launched apps in ChatGPT, and the tech press is calling it revolutionary. But here’s what they’re not telling you: the underlying technology can do something far more powerful than what ChatGPT apps actually deliver. Why build a limited version? Because true multi-agent collaboration is harder to control, monetize, and keep inside a… More →
-
Brands aren’t saving the world. They’re selling it
What if I told you the most powerful force for social change isn’t governments or NGOs, but companies hawking overpriced sneakers? Modern brands have become identity drug dealers. They’re not selling products; they’re selling psychological upgrades. Tesla didn’t revolutionize transportation by lecturing about carbon emissions—they made electric cars faster and sexier than gas guzzlers. Suddenly, saving… More →
-
It’s 1995. Again.
TL;DR: The current AI boom feels exactly like the early internet in 1995—a ton of nauseating hype and bullshit hiding a genuine revolution. I’ve seen this movie before. Skepticism is healthy, but dismissal is a mistake. AI isn’t a replacement; it’s the most powerful creative tool we’ve had in 20 years. That’s why I started… More →