About this site

Our brains evolved for a world of predators, tribes and scarce resources. They now spend their days choosing between ketchups, scrolling past adverts and deciding who to trust. Most of the instincts that kept our ancestors alive are still running the show. They're just pointed at different things.

I've spent 30 years in brand and marketing strategy, and I run JC Strategy, a UK consultancy working with consumer and business-to-business brands. Alongside that work, I write about the evolutionary roots of how we think, feel, and buy, and why the answers are often stranger and more useful than textbook explanations.

By signing up, you'll get access to the full archive of everything that's been published before and everything that's still to come. Your very own private library.