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.

The ensemble era: Why great creative work now has a cast list

In 2019, I asked a simple question (here’s the original blog post). Imagine it’s a decade from now, you’re at Cannes, and… More →
Rory Sutherland’s book recommendations and media picks: A personal challenge

I’ve spent the last few months mainlining Rory Sutherland. Who am I kidding, he’s responsible for my interest in behavioural science in… More →
Beyond the hype: An executive’s playbook for AI in marketing & communications

TL;DR → Frustrated that AI hasn’t revolutionized your creative team? The problem isn’t the AI—it’s your team’s behavior. Instead of just teaching… More →
From insight to impact: A marketer’s guide to driving results with behavioral science

TL;DR → Most marketing underperforms because it treats people as logic machines. Treat them as humans—predictably irrational and beautifully social—and your work… More →
The creatively adaptive workforce: A framework for upskilling your team in the AI era

TL;DR: Skills only stick when environments, incentives, and systems make the “right” behaviour the easy default. Pair behavioural design (habits, rituals, norms)… More →
Advertising & AI: Awarded Intelligence

Note: I originally wrote about this on my old website in February 2019, more than six years before Aizle was started. I followed… More →