There’s always been this question: could the same tools that shaped what people bought and how they thought about products be turned around, pointed at something bigger, something good? Not the old fantasies of manipulation, but maybe—the hope was there—the possibility of breaking through, cutting away the wires that pull us, and showing people the hidden systems underneath. If you understood the principles, could you teach yourself to see the strings? Could it make you more immune to the endless waves of misinformation? Could you make those same weapons into shields, or at least into warning sirens?
Right now, the world is a machine for spreading noise. Misinformation multiplies faster than anything, turned loose by algorithms that care more about keeping you scrolling than telling you anything true. Engagement is king, and truth is almost an afterthought, buried under whatever gets a click, a share, a reaction. AI is already here, and sometimes it feels like it’s pointing us straight towards the edge, towards a kind of superintelligent feedback loop that knows too much about how to push our buttons. What’s left? You need better tools, ways to shape your own narrative, to hold onto a sense of self and clarity and keep the vulnerable from being trampled.
That’s the project: build something that pulls from all the dark arts of behavioural science, the old psychology, the psychoanalysts, but also the raw muscle of data science and AI. Not to drown people in yet more noise, but to carve a space out—a framework—that lets you see further and think clearer. The goal is simple enough: tools that pick through the rubble of the information war, not just to survive, but to talk about this stuff in a way that makes things better, that gives you a shot at using all this power for something real and right.
Twenty years in the trenches of B2B sales, marketing, and communications teaches you how deep these wires run. Now the focus is Behavioural Marketing and Communication, using Business Psychology, Data Science and AI, turning those skills inside out, making them serve positive social change instead of just more consumption.