When was the last time you shared something you didn't understand?


Chances are, that has never happened.


We only choose to share, or refer things if we first understand them.



Steve Jobs' first advertisement was 9 pages of technical text in the New York Times.

One of their only customers was NASA.


His second ad, was two words. (Think different.)

It sold millions of computers because readers could actually understand the message.


Illuminate references behavioral science and psychology facts to design.


Reticular Activating System

Since information that hits your values is memorable, we highlight them.

Cognitive Biases

By designing for biases we can not only counteract them, but gain from them.


Hot triggers, ability, and motivation create lasting behavior change.


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