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Original analysis, told plainly and shown honestly.

Attention Behaviour Decision-making Design Economics Fairness Happiness Ideas Institutions Loss aversion Markets Nudges Psychology Rationality Risk

The shape of the queue

A small decision, repeated daily, is a life. Nobody designs it that way.

By Alina Petrova7 Aug 202512 min read

Illustration of a bare tree over a faint grid, overlaid with rust-red, pale blue and black-spotted circles

Certainty, by the numbers

The cost is obvious, the benefit is diffuse, and so the benefit loses.

By Alina Petrova19 Feb 20258 min read

A lone figure climbing a pale stone staircase towards an arched window filled with light

The shape of the free sample

The story we tell afterwards is tidier than the choice we made at the time.

By Alina Petrova3 Dec 202412 min read

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