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Scientific authority

Everything tagged scientific authority — case studies, briefings and insights together, because the subject cuts across all three.

One piece carries this tag.

Two identical small white dishes of the same white crystalline powder side by side on a stainless-steel restaurant counter, one lit by cool interrogating light, the other by ordinary warm light.

· 13 min

The Truth About MSG

The same molecule sits in Parmesan and in Doritos — but only one address ever had to answer for it. How a 1968 letter became a syndrome named after a cuisine.

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Juxtaposition of marketed vegan products and exploited field workers under harsh light.

Veganism

It began as a refusal to be complicit in cruelty. It ends, too often, as a logo a company can purchase.

Briefing

What a Transformer Actually Costs

Every chatbot you have used runs on one idea from 2017. It is a good idea, and it comes with a bill that grows the longer you talk. Once you can see the bill, most of what is happening in AI right now stops looking arbitrary.

A dark room at evening, a closed notebook face down on a worn chair arm, and a band of lamplight falling through an open doorway across bare floorboards

Three and a Half Seconds

I built two speech tools for an audience of one. What they taught me was where the line sits between a tool you invoke and a tool you use.

A single freestanding modular shelving unit photographed as a quiet still-life in a minimalist space: clean rectangular compartments in a grid, some holding plain unbranded geometric forms and others deliberately empty, lit by dramatic directional light. A visual metaphor for fixed shelf positions holding rotating inventory.

Case study

Shelf Space

Why the second version of a system is usually the one worth building — and what a grocery store taught us about running ads on WordPress.

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