Blog

Short, sharp pieces on persuasion, psychology, and marketing — updated regularly.

What Alyosha Karamazov Can Teach You About Digital Marketing

Here’s the marketing-relevant detail most people miss: Alyosha isn’t persuasive because he argues well. He’s persuasive because he’s specific about people—he remembers the name of the schoolboy nobody else bothered with. Read more

What Djokovic’s Fourth Set Can Teach You About Your Business

Most players’ body language collapses under pressure. Djokovic’s tell is almost the opposite—he gets quieter, more procedural, running through something that looks less like emotion management and more like a checklist. Read more

Animal Magnetism and the Lost Art of List Building

People queued for hours. They fainted in his salons. They paid enormous sums just to stand near him. What Mesmer had actually discovered, without naming it correctly, was the raw force of expectation. Read more