Insights, frameworks, field notes, fun, and failed experiments.

A curated collection from the intersection of human behaviour, artificial intelligence, creative education, and brand transformation.

🏅 Featured content

🗯️ Beyond the hype: An executive’s playbook for AI in marketing & communications →

Traditional agencies are struggling to adapt. This guide outlines how to leverage AI not just for efficiency, but for superior creative strategy, and details how to build the internal capabilities to lead your market.

See the playbook →

🦹‍♀️ From insight to impact: A marketer’s guide to driving results with behavioral science →

Stop guessing what your customers want. This guide, rooted in practical consumer psychology, provides actionable techniques to influence brand perception and drive measurable growth.

See the guide →

🧞‍♀️ The creatively adaptive workforce: A framework for upskilling your team in the AI era→

Your team’s talent is your greatest asset. This framework outlines the essential creative and strategic skills needed today, forming the basis for our custom workshops designed to give your organization a competitive edge.

See the framework →

🤘 Case study: How our ‘devil’s advocate AI bot’ de-risked a major product launch →

We built a custom AI to systematically destroy our client’s strategy. Here’s what we learned, and why breaking things first is the key to building things that last.

Coming soon →

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🐣 Latest posts

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 →
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 →
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 →
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 →
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 →
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 →
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 →
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 →
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 →
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 →