Insights, field notes, and the occasional uncomfortable truth.
Written by Adam. Sometimes improved by AI. Always grounded in behavioral science, direct observation, and twenty-plus years of watching smart people in broken systems produce forgettable work → and figuring out why.
Latest posts
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Rory Sutherland’s rolling list of lists
I’ve spent the last few months mainlining Rory Sutherland. Who am I kidding → he’s responsible for my interest in behavioural science… More →
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Rory Sutherland’s rolling list of TV shows
Most TV show recommendations are a bit meh. These ones jump out. There’s something genuinely entertaining about Rory dissecting a reality show… More →
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Rory Sutherland’s rolling list of theories & mental models
300+ theories and mental models. If you ever wanted proof that Rory Sutherland’s brain operates on a different bandwidth from the rest… More →
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Rory Sutherland’s rolling list of people & thinkers
This is one of my favourite things I’ve put together from Rory’s work. 450+ people → economists, psychologists, philosophers, entrepreneurs, random historical… More →
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Rory Sutherland’s rolling list of movies & films
It’s genuinely strange to picture Rory Sutherland on his sofa watching telly. The man seems like he should be permanently at a… More →
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Rory Sutherland’s rolling list of experiments & case studies
This is the section that made me fall in love with behavioural science in the first place. Not the theories → the… More →
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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… More →
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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… More →
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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… More →
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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… More →