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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We asked 120 creatives at Cannes Lions what kills their best work. It wasn’t the client.
At Cannes, we asked 120 senior creatives what kills their best work. Their answers pointed past clients, committees and bad taste —… More →
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I shipped real software to 40% of the web. I can barely code.
I can barely code. Last week I put a working piece of software live on WordPress.org → the directory behind roughly 40%… More →
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Aizle Dots
Aizle Dots is open source under the GPL. Grab it from GitHub, fork it, pull it apart, bolt it onto something else,… More →
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The committee changed its name
Everyone arriving at Cannes this year is carrying the same villain in their slides: AI hype. The whole industry has lined up… More →
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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 →