Revolutionary Biology: Why a Caterpillar Dissolving Into Soup Challenges Everything We Think About Evolution
I believe in evolution. I just don't believe in revolution. And biology has both. Natural selection explains adaptation…
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The Blog
Ideas on motivation, behavior & design.
Deep dives on the psychology behind why people do what they do — from Yu-kai Chou, creator of the Octalysis Framework. Pick the topic that matters to you.
How the 8 Core Drives Interact: Cocktail Effects, Chains, and the Over-Justification Trap
Yu-kai Chou explains how Core Drives chain, combine, and sometimes cancel each other out, using Octalysis examples like…
Level II and III Octalysis: The Advanced Framework Most Practitioners Never Learn
Level II and III Octalysis reveal how motivation changes across Discovery, Onboarding, Scaffolding, and Endgame, and why different…
The Four Life Outcomes: Why Your Brain Chemistry Decides If You End Up Happy or Bitter
Everyone tells you to “follow your passion” or “find your purpose.” But nobody explains what actually happens chemically…
The Economy Framework That Explains Axie Infinity’s Collapse (And Prevents Yours)
In 2021, Axie Infinity scholarship players in the Philippines were earning the equivalent of several times their country’s…
Apollo Neuro Onboarding Audit: Why the Best Feature Gets Buried
Apollo Neuro built a product backed by real science: over a dozen clinical studies, peer-reviewed publications, and university…
Brave Browser Onboarding UX Audit: Genius Marketing, Clunky First Experience
Yu-kai Chou audits Brave Browser through Octalysis, showing why its privacy marketing wins the Discovery phase while the…