Base Rate Fallacy: An S-Tier Behavioral Designer’s Guide
A test for a disease that strikes 1 in 1,000 people comes back positive. The test only gives…
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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.
10,000 Hours of Play by OP Hero: Tom Brady
Tom Brady went 199th in the draft and retired with 7 Super Bowl rings. Here is his life…
10,000 Hours of Play by OP Hero: Roald Amundsen
A boy who slept with his window open to harden for the cold grew up to beat Scott…
10,000 Hours of Play by OP Hero: Toni Morrison
Toni Morrison published her first novel at 39, around a full-time job and solo parenting, then became the…
Brand Archetypes: An S-Tier Behavioral Designer’s Guide
Two energy drinks sit side by side on a shelf. One promises focus, hydration, and clean ingredients. The…
Nationcraft Analysis: Nepal Clean-Slate Trap 2026
Nepal's 2026 RSP landslide is the cleanest reform mandate in its history. The Nationcraft Clean-Slate Trap shows why…
10,000 Hours of Play by OP Hero: Louis Armstrong
A juvenile arrest put a cornet in Louis Armstrong's hands. How a poor New Orleans kid became the…