Our work.
What the Lab has shipped so far.
Tools you can use today.
Explore — Incentive Atlas
1,183 cross-linked entries spanning biases, fallacies, models, and frameworks. Fuzzy search, manuals, export.
Diagnose — Behavior Lens
A 3-tap diagnostic that surfaces the incentives, biases, and dimensions shaping a decision in real time.
Design — Incentive Designer
Compose, stress-test, and ship incentive systems against perverse-incentive failure modes before launch.
Simulate — Observatory
Model how rules, payoffs, and norms propagate through populations and organizations over time.
Periodic Table of Human Behavior
84 Human Behavior Elements™ organized into 12 dimensions — a working taxonomy of why people do what they do.
Knowledge Graph Explorer
Walk the connections between models, biases, frameworks, and disciplines across the full Incentives OS.
Essays & archives.
Stop Selling. Start Designing Incentives.
The shift from persuasion to incentive architecture — why the best leaders never have to convince anyone.
Social Engineering, Honestly
What we owe each other when systems nudge — a defense of legible incentives over hidden persuasion.
Thought Automation & Goal Design
How cognitive autopilot interacts with goal hierarchies — and where well-set incentives short-circuit it.
Why Adler Beats Freud for System Design
Teleology over drives: designing for the futures people choose rather than the pasts they carry.
Conspiracy Theories as Incentive Systems
Why false stories propagate — and what the architecture of belief teaches us about better incentives.
The BE Guide Archive
224 behavioral-economics articles, indexed and credited to their original authors.
How incentives shape empires.
- Case 01
Elon Musk
Stacked first-principles incentives across capital, talent, and risk.
Read the case - Case 02
Jeff Bezos
Customer-obsession as a forcing function for every internal payoff.
Read the case - Case 03
Steve Jobs
Taste as an incentive — design as the contract with the user.
Read the case - Case 04
Donald Trump
Attention as currency — what happens when the loop optimizes for salience.
Read the case - Case 05
The Extraordinary Network
Network effects when the incentive is to make others extraordinary.
Read the case
Design the incentives before they design you.
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