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Critical Thoughts

Recent writing from the Truwind team

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What do you lose when using AI?

We discuss the quirks of human psychology that can undermine the gains we get from AI.

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Letter from Taiwan

Some cross-cultural insights from a Truwind researcher's cycle-tour of Taiwan.

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Uncovering (un)Critical Thinking

Worried about black plastic kitchen utensils? Fear no more, Critical Thinking to the rescue!

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Mr Bates vs the Marketers?

What the British Post scandal teaches us about brand management.

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Lucky you!

Maybe the triumph of your last campaign was less about your prowess than you’d like to think...

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Generational Pixie Dust?

Gen X? Y? Boomers? Our argument that the notion of generations is an elaborate con.

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Are Kiwis really only two degrees of separation apart?

Yeah nah - even the original study got it wrong!

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The pursuit of happiness

A dispatch from the Ministry of the Bleeding Obvious.

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That didn't go too well

Be careful what you wish for - the perils of unintended consequences.

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Please wait while the queue evolves

Joining a queue is making an investment risk - does your company pay-off?

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Monsters from the deep

Does your brand have what it takes to be unloved?

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By the light of a dumpster fire

We can be blind to the obvious, but also blind to our blindness.

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Shades of grey in the future

For the first time in history, we expect the old to emulate the young rather than the other way around.

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