Hi, I'm Atticus. I help Silicon Valley Bank, NRG Energy, and other major companies understand the hidden biases and mental models that drive customer decisions.
My work in behavioral economics uses the systematic testing methods pioneered by Google, Apple, and Netflix: identify patterns, test different approaches, and implement only what demonstrably works.
After years of applying these frameworks to generate millions in business value, I discovered they're even more powerful when used to improve personal decision-making.
This site is a practical toolkit addressing the critical skills our education system overlooks:
Each section contains frameworks that counter cognitive biases, apply proven mental models, and bypass the common decision traps that derail most people.
Everything here has been rigorously tested. I've discarded anything that doesn't produce measurable results in real life.
I've done the experimental work so you can skip years of costly trial and error.
This toolkit brings together actionable strategies for the areas that matter most:
Every resource here comes from a blend of professional expertise, personal experimentation, and rigorous research.
Whether you're just starting out or looking to optimize an already successful life, you'll find something valuable here.
Where would you like to begin?