How decision systems shape markets and choices
People rarely decide in isolation. What looks like a personal choice, to buy, to trust, to adopt, is shaped upstream: by incentives, by triggers, by the sequence of actors around it. I follow the small gaps between what people say they will choose and what they actually do, and the way those gaps compound into markets that underperform what their products deserve. Each essay starts with one concrete instance and works back to the structure underneath. Across markets, technology, and society.
About
My academic background is in English Linguistics & Literature (British and American Literature & Culture), where I first became fascinated by how language shapes belief and how culture frames perception. That turned out to be a useful starting point for everything that came after: working across markets and organizations exposed me to the same question at a different layer: how incentives, information, and environments influence real-world behavior.
Over time, I began to see markets, organizations, and even industries as decision systems. People rarely act in isolation. Their choices emerge from networks of influence, incentives, and narratives, and the structures that produce those choices are usually more interesting than the choices themselves.
This is where I think through those structures. Across business, technology, and society. Less interested in what happened than in why, and in what that reveals about what actually moves a market.