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 scientist, 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.
The Salt Path Jason Arday and the Contract We Never Signed
There is a difference between a tool that works and a tool that works under pressure.
You know the feeling.
When you might technologically be in the top 3 but you literally own the distribution channel, you have the keys for growth.
Something strange happened in July. Every piece I wrote seemed to circle the same drain.
A monthly dispatch from the space between what algorithms optimise and what humans actually need.
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.
Get each essay first, straight from the source — before it appears anywhere else.