Clarity before velocity
Name the decision, evidence standard, owner, and next move before increasing output.
About Atticus Li
Behavioral science, experimentation, and revenue accountability.
I build growth systems that help leaders decide what to fund, what to stop, and what the evidence actually proves. My work spans in-house enterprise programs, founder-led products, and applied research.
See how I can help
$30M+ Verified revenue impact
200+ Experiments shipped
20 → 100+ Annual experiment velocity
$1B+ Pipeline supported
Biography
I translate between the analyst, the operator, and the executive.
I’m a growth experimentation leader based in Austin, Texas. I use behavioral economics to form stronger hypotheses, statistical discipline to protect the decision, and business context to connect the result to revenue.
The through-line is not a tool or channel. It is building decision systems that make learning faster and investment more defensible.
Career timeline
Selected operating chapters.
- 2023 — present
NRG Energy
Applied experimentation leadershipBuilt the operating system for a multi-brand enterprise experimentation program: intake, prioritization, statistical rules, QA, and revenue reporting.
- 2021 — 2023
Silicon Valley Bank
Marketing and product analytics, Startup BankingConnected acquisition, product usage, CRM, and funded-account outcomes to support growth investment and market expansion decisions.
- Ongoing
Founder work
Products, publishing, and applied researchBuilds software and research projects under the same constraint as any founder: learning speed, limited resources, and direct accountability for outcomes.
Leadership
How I lead when the answer is uncertain.
Rigor without theater
Use the strongest causal method the business can support, then explain the limits plainly.
Systems that outlast the leader
Document standards and learning so the organization improves when one person leaves the room.
Selected ventures
Founder constraints sharpen operating judgment.
Built and grew products with organic acquisition, rapid learning loops, and direct accountability for delivery.
Explore the venture portfolio → Depth, without the inventory dump
Credentials and working references.
Selected credentials
- Conversion Rate Optimization CXL Institute
- Digital Psychology & Persuasion CXL Institute
- Behavioral Economics Mindworx
Tools and reading
The full inventories live in focused hubs where they are easier to scan and maintain.
View the working stack → Browse the reading shelf → Editorial process
How this site is written.
Every article reflects Atticus’s own research, experiments, and behavioral economics interpretation. AI may assist with research synthesis and prose drafting; it does not replace the source material, methodology judgment, or editorial accountability.
- Who: Atticus owns the evidence, interpretation, byline, and final publication decision.
- How: Drafts pass structural validation, source checks, content safeguards, and editorial review.
- Why: Content exists to share first-hand operating lessons, not to manufacture search volume.
Employer-sensitive experiment data is anonymized and expressed as safe ranges. Full-AI generation is not presented as Atticus’s first-hand work.