Essays on behavioural science, AI, and the psychology of marketing — written for leaders who want to understand people, not just measure them.
I'm David Chadderton — behavioural strategist, marketer, and the creator of theSTAR Framework, a system for decoding motivation, decision style, and blind spots across twelve behavioural archetypes.
For two decades I've worked at the intersection of psychology, strategy, and technology. This is where I write about what I've learned — and what the evidence actually says.
There is a difference between a tool that works and a tool that works under pressure.
You know the feeling.
You've read something that changed your mind. Not a statistic that made you update a spreadsheet. Not an argument that made you nod. Something that actually...
We taught machines to think. We forgot to teach them what to notice.
There is a particular moment in every conversation with an AI chatbot that most people have experienced but few have properly examined.
A joint perspective from Homes for Students and VerbaFlo
Every goalkeeper dives. Every marketing team rushes to "do something." But the communication that actually lands begins one step earlier — with understanding...
A STAR Framework analysis of why the technology built to simplify choice is quietly dismantling it.
Every few years, marketing undergoes a ritual purge of its favourite buzzwords. Right now, the bell tolls for psychographic segmentation.
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