Shift Perception You Don't Need A Better AI. You Need Better Direction Why the AI creativity problem can be solved more simply than you think. 4 min read
Behaviour Guides Undesired Behaviour Consequences Eight ways to make the wrong choice feel stupid, costly, embarrassing or simply not worth it. 7 min read
Fame Guides Brand Benefit Behaviour Consequences Six ways to show what happens after the benefit lands. 5 min read
Behaviour Guides Consequences of Inaction Nine ways to show the future is the most persuasive thing you can put in front of an audience right now. 6 min read
Category Breaking The Ordinary sells you a $305 avocado to expose what you're really paying for The tactics behind The Markup Marché and the questions that could have got you there. 3 min read
Commerce Guides Gaming Commerce Eight tactics that turn the mechanics of play into the mechanics of purchase. 7 min read