AIDA Model: An S-Tier Behavioral Designer’s Guide
A 125-year-old advertising formula is still printed in nearly every marketing textbook, taught in every business school, and…
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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: David Attenborough
At 100, David Attenborough has spent seventy years making the world love the living planet. His life, run…
10,000 Hours of Play by OP Hero: Gregor Mendel
How a monk who twice failed his teacher's exam grew 28,000 pea plants, found the laws of heredity,…
10,000 Hours of Play by OP Hero: Claude Monet
Claude Monet spent sixty years chasing one question about light. Here is his life run through the 6…
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…
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…
Nationcraft Analysis: Cameroon Succession Trap 2026
The Indispensable-Man Trap: V1=8 authority but V13=2 transparency means 43 years of personalist rule left resource-rich Cameroon hostage…
The Mere Exposure Effect: An S-Tier Behavioral Designer’s Guide
You have a favorite font and you cannot say why. You prefer one of two nearly identical logos…