Creativity
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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 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 →
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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 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 →
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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 →
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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 →
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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 →
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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 the Grand Prix winner was secretly cooked up by an AI. What happens? Do you disqualify the cyborg? Do the planners who asked the right questions, the CDs who picked the idea, and… More →
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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 comms ever since I saw him talk at Cannes Lions about a decade ago. I don’t know how many hours of podcasts and YouTube clips I’ve consumed, but my brain is buzzing, and… More →
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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 prompts, the article argues for a “total-body operating system upgrade” to change how your team collaborates with AI by default. This isn’t about tools; it’s about rewiring your team’s culture to eliminate fear,… More →
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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 gets sharper, faster, and more profitable. Behavioural science gives you the levers; AI gives you the speed. Aizle helps you wire both into your team so you stop renting capability and start compounding… More →
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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) with systems thinking (guardrails, roles, SLOs, feedback loops) and you’ll get a creative org that compounds capability in the AI era—in weeks, not years. Remember that “AI for Creatives” workshop you ran last… More →