We usually talk about AI in terms of scale. A different AI story is being built further South, and it matters for justice and the climate.
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Short pieces on marketing, behavioural science, AI, and becoming a little better each day.
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AI and the Global South: What Amini and Thaura Represent for Justice and the Climate
We usually talk about AI in terms of scale: bigger models, more data, ever-larger data centres, shaped by the priorities of the Global North. A different AI story is being built further South, and it matters for justice and the climate.
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Why AGI Will Never Be Realised
AGI is usually framed as a question of scale: more data, more compute, better models. But intelligence is shaped by emotion, embodiment, experience and consequence. AI has no inner life and nothing at stake, and that gap is not temporary.
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The Door Opens… Then Slams Shut: How Moral Licensing Sabotages Progress
In 1874 Elizabeth Thompson’s The Roll Call caused a sensation, and she came within two votes of the Royal Academy. Then the door slammed shut for more than 50 years. Why one big win can stall the progress that should follow.
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How to Trust Your Gut
Everyone says trust your gut, but how? It isn’t mystical. Intuition is built on experience, memory and pattern recognition, and learning to hear it is a skill you can practise.
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Listen to Experts—But Only in What They’re Experts In
Scott Galloway and Rory Sutherland are brilliant on business, persuasion and human behaviour. But expertise has edges. Learn from experts in what they know, and think for yourself beyond it.
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The Brand is Dead. Long Live the Brand.
Scott Galloway argues brands are dead, and he’s not wrong: the old shorthand of trust is fading. But that’s not the whole story. What a brand needs to be now.
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How Meta’s AI Engine Has Changed Facebook Ads (And What You Should Do About It)
Running Meta ads isn’t what it used to be. Manual targeting, tight segmentation and endless A/B tests now waste time and budget. What’s changed, and how to make Meta’s system work for you.
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We Don’t Have a Balanced View of AI
AI manages our inboxes, writes for us, plans meals and even offers emotional support. It’s useful and it’s everywhere. That’s exactly why we need an honest view of what it costs us too.
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The Test: How Challenge Shapes Character
Just as testing sharpens what we learn, life’s challenges shape our character. Integrity, perseverance and kindness grow when they’re tested, and seeing obstacles as opportunities changes how we grow.
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Owning Your Time: Practical Strategies for Real People
Feeling overwhelmed and short on time? Practical strategies to prioritise, cut stress and design days with more purpose and intention.
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How to Stop Making Stupid Decisions
We all make bad calls sometimes. Five common decision traps, with specific, practical ways to avoid them. Not a magic bullet, but you’ll make fewer stupid decisions.
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Reciprocity: How to Make Customers Feel Like They Owe You (But in a good way)
The free pen, the after-dinner mint: why small gifts make us want to give something back. How to use reciprocity with customers, in a good way.
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The Slow Poison of Lost Passion: How to Save Your Startup
When the entrepreneurial flame starts to flicker, the business suffers. How to reignite your passion, delegate, and look after yourself for a more sustainable business.
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Conversion Rate Optimisation and Retention for Subscription Services
Subscription services are everywhere. Converting visitors on digital products is a little different, but the principle holds: people buy what makes their lives better. How to win subscribers and keep them.
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Checkout Page Optimization and Reducing Cart Abandonment
Getting customers to the cart isn’t hard. Getting them through checkout is: a long, complicated checkout drives 18% of abandonment (Baymard Institute). How to find and fix the friction.
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The Ultimate Marketing Campaign: A Checklist That Won’t Steer You Wrong
Everyone wants the ultimate campaign. After running hundreds, I’ve found we often get lost trying to be too creative. Deliver the basics consistently first. A checklist that won’t steer you wrong.
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Positivity: Not The Annoying Kind, The Liberating Kind
Not the platitudes, the liberating kind. Research shows a positive outlook doesn’t just reflect success, it helps create it.
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A Simpler Approach to Life: Big Ambitions, Low Expectations, and High Standards
I like to keep things simple and focus on the big picture: happiness, success, fulfilment. How big ambitions, low expectations and high standards help, day by day.
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Adversity: Your Character’s Strength Training
Life tests us and pushes us to the brink. Adversity shapes us, and our resilience shows in the gap between the test and our response.
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What Do You Mean by “Success”?
We’re obsessed with KPIs: revenue, followers, steps per day. I broke down what success actually means to me, and it was a worthwhile exercise.
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How to be “Bored”
Boredom is overlooked in a culture that celebrates productivity. Intentional boredom can be a secret weapon: how making space for it can transform your thinking, your work and your business.
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Excellence is Hidden in the Mundane
We romanticise talent as mysterious, but mastery comes from relentless dedication to the boring, day-to-day details. Why excellence hides in the mundane, and how to embrace it.
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“Yes, I’m ignoring you.”: How Filtering Can Improve Your Life
Your attention is your most precious resource. Practical ways to filter the noise, from emails to news and social media, so you can focus on what truly matters.
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F*ck your Silo: Start Thinking In-between Disciplines
Siloed thinking and siloed operations are insanely inefficient. The best ideas emerge at the intersections between disciplines, and strategy only works when all the parts work together.
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Paralysis to Progress: Why, What, Execute, and Iterate.
Stuck in your head, endlessly strategising and paralysed by the size of what you want to do? A simple way out: Why, What, Execute, and Iterate.
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