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Co-cognition is the way forward—and the two-5-two cognitive decision model makes it easy.
the SHIFTs
CEO asks, AI answers
In my time, I’ve heard CEOs say, “We’re not in the technology business.”
But today — can any CEO honestly say, “We’re not in the decision business”?
So I thought — what would it look like if they were to have this conversation with AI? Not a report. Not a forecast. A real exchange — curiosity meeting intelligence. more
Driving AI
No Different, what, why, and how?
In the early days of the automobile, no one challenged Karl Benz with safety protocols or demanded a perfect system. No one said: “Make sure this can take someone anywhere without harm, especially since it won’t run on rails.”
He built the car. Then society learned how to drive it. more
Wood Taught Me
Ten years ago, I discovered something that didn’t make sense at first: Shou Sugi Ban—burning wood to protect it. I couldn’t believe it.
So I bought a 2×6 piece of cedar, burned it myself, and left it outside through an entire Canadian winter. Snow. Ice. Silence. By spring, the board was unchanged.
But I wasn’t. Something in me had burned away—my assumptions, my need for control, and the belief that materials simply obey. That charred plank marked the beginning of the end of my old way of thinking. more
think <-> write <-> decide
think <-> write <-> decide
think <-> write <-> decide
In childhood, LEGO bricks taught us something long before we knew the word “algorithm.” They taught us that pieces matter. Put them in the right order and you don’t just build—you design: houses, worlds, dimensions that never existed before you imagined them more
The Negotiator Within
think <-> write <-> decide
think <-> write <-> decide
There’s a quiet conversation happening inside every one of us.
You want to go on a trip.
You want to eat out.
You want to learn something new.
You want something delivered.
You want to improve your life, your rhythm, your time. more
Designing Decisions
think <-> write <-> decide
Designing Decisions
Netflix didn’t win by streaming faster; it won by learning decisions. Every click, pause, and rating taught it how people choose. It didn’t just deliver entertainment — it designed choice. more
Best Investment
think <-> write <-> decide
Designing Decisions
Before we redesign education, before we tell kids to “focus more,” “save money,” “stay off screens,” or “make better decisions,” we should pause and ask a few uncomfortable, overdue questions: more
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Consumer-Run Business
Consumer-Run Business
Consumer-Run Business
Power keeps shifting. It moved from capital, corporations, data. Now, it’s quietly moving back to you — the consumer. But not as a buyer. As a decision-maker. more
AI Crash
Consumer-Run Business
Consumer-Run Business
When the AI boom slows and it will, what collapses will not be intelligence itself, but the illusion that intelligence alone guarantees VALUE.
more
AI Dinosaurs
Consumer-Run Business
no PHONEs, just AI
When dinosaurs ruled the earth, they seemed unstoppable — colossal, dominant, everywhere.
But nature is never sentimental.
more
no PHONEs, just AI
Consumer-Run Business
no PHONEs, just AI
“In five or six years, we won’t have phones in the traditional sense.”
— Elon Musk, 2025
Most people heard that as a tech prediction. Here is what I will tell you — it’s a decision prediction.
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