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

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 →
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 →
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… More →
It’s the Money: The Structural Incentives Keeping Us Stuck in the AI Loop

Zoe Scaman wrote something genuinely sharp last week. “The Six Loops” → a taxonomy of the stuck conversations we keep having about… More →
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… More →
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:… More →
Brands aren’t saving the world. They’re selling it

What if I told you the most powerful force for social change isn’t governments or NGOs, but companies hawking overpriced sneakers? Modern… More →
It’s 1995. Again.

TL;DR: The current AI boom feels exactly like the early internet in 1995—a ton of nauseating hype and bullshit hiding a genuine… More →
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 →