A library of what is actually known about why people and companies do what they do, each entry graded honestly, and a reading that shows you where your own gap is.
I'm an entrepreneur who builds the systems behind how companies hire and how they market. I'm building PPL, an AI tool that works like an in-house recruiter for teams hiring without one, and I work with companies directly on their hiring and their communication. This library is the research underneath both, checked against its sources, with an honest verdict on each.
A reading, a card, and a library that grows every week.
Twelve questions, then a card describing how you handle money, plans, quitting, risk, other people, and your own advice. Behind every line is a study, a book, or a documented case, with an honest verdict on whether the evidence holds.
Then a library of the same, growing every week.
And if you want it, a letter on Saturdays: one idea at a time, the evidence behind it, how far that evidence goes, and a few questions to take into your own week. You can subscribe to the letters directly, or draw your card first.
Every entry says plainly whether the evidence holds.
Three verdicts. It holds up. It is real but argued over. It is famous and false.
Each entry also says what kind of evidence sits behind it, whether that is a measured result, a documented history, a reasoned argument, or one person's account, because those are not the same thing and a verdict alone does not tell you which you are reading.
That third verdict exists because many of the things repeated in business fall apart when someone goes back to the original data, and in one case that data was only found and re-analysed eighty years after the study.
So the rule here is that repetition is not evidence. Something being said everywhere, for a long time, by people who ought to know, is not the same as it being true.
When something in the library turns out to be weaker than stated, it gets changed. That is the standard the whole thing runs on.
Close to two decades getting the right people to the right place.
I started in recruitment, placing around 300 people in their jobs, then co-founded Littletree Films, where we produced a feature film and more than 150 commercials and documentaries for clients including Leo Burnett, Memac Ogilvy and Uber. In the UAE, I ran marketing and operations for the Abu Dhabi SME Hub, led communication strategy work with UNDP and UN-Habitat, and built an e-commerce venture engine in Dubai that launched 110 brands in its first year before I sold my stake. Now I build AI around the decisions that matter most in a company, the ones about people, starting with PPL.
Hiring, communication, and the AI that runs inside both.
Companies bring me in when a hiring process keeps producing the wrong person, a campaign keeps missing, or a message keeps being misread. I work on three things: communication strategy, for companies and institutions that need to say what they do in a way the right people act on; hiring, from how a role is defined to how the final decision gets made; and AI automation in both, deciding where it belongs, building it in, and making sure the people running it can trust what it produces.
If your team is hiring without a recruiter, PPL does that work for you, and you decide every step.
I work through my own businesses, registered in the UAE and Austria.