The Sunk Cost Fallacy Is Running Your Technology Stack
A company spent nearly a million dollars on failing software and chose to continue. Not because the future looked promising — because the past felt too heavy to abandon.
Pillar
Psychology
Applied psychology in business, marketing, and product
9 articles
The Bias You Don't See Is the One Making Your Technology Decisions
AI doesn't just reflect training data bias — it amplifies the biases of the people using it. Five cognitive shortcuts that derail technology decisions, and the structured processes that counteract them.
What NLP Training Actually Gives You in Business (And What It Doesn't)
NLP is scientifically contested and commercially overhyped. I've studied it anyway, for years, because the pattern-recognition framework changed how I read every business conversation.
Positive Psychology Isn't Soft. It's How Founders Survive.
Martin Seligman's research shows resilience isn't a personality trait — it's a skill. Frontiers in Psychology's 2025 study found that founders with higher psychological capital have measurably lower burnout. This isn't motivational content. It's operational infrastructure.
The Problem Isn't You. The Software Just Wasn't Built for How You Work.
A founder kept using the word 'struggling' to describe a routine task. She didn't have a competence problem. She had a product-fit problem — and most people can't tell the difference from the inside.
Why I Study Consumer Behavior as a CEO (And What It Actually Changes)
I have credentials in marketing psychology, consumer behavior, and positive psychology. Not because I wanted to be a therapist — because I wanted to understand why people do what they do.
Default Bias: The Most Powerful Design Decision You'll Ever Make
Samuelson and Zeckhauser proved in 1988 that people overwhelmingly stick with the default option — even when alternatives are objectively better. Every product you build inherits this.
The Trust Equation in B2B: What Actually Makes Someone Hire You
95% of purchasing decisions are subconscious. 78% of B2B buyers say trust in the vendor is the deciding factor. Here's what the behavioral science says about how trust actually forms.
Cognitive Load Is Killing Your Website's Conversion Rate
John Sweller's research shows working memory holds roughly 7 items. Stanford found 75% of users judge credibility by design in under 50 milliseconds. Amazon proved every 100ms of latency costs 1% of sales. Cognitive load isn't abstract — it's revenue.