Ilias Ennajmi

Why People Act & Who Profits

and other observations that won't make you any money

Start reading or try the Lab
Written bya behavior obsessivea marketing strategist
“Guy realizes free will isn’t real, immediately monetizes the observation.”
A fair summary of this site
01The person behind it

Who's speaking?

I'm Ilias. I work in marketing strategy and write, on the side, about why people choose what they choose.

StrategyBehavioral psychWriting
More about me →

02 · The Fork

Two ways down the same hole

The writing splits in two. One side asks why people act. The other asks who profits when they do. Pick a door.

(Both, eventually. This isn't Monty Hall.)

I · Ulysses→
Why people act.

Psychology, behavior, philosophy. The long way home, basically.

LatestWe named everything and fixed nothing
On Labels · 4 min
II · Ilias→
Who profits when they do.

Marketing and strategy, before the click. Follow the money.

LatestThe most expensive number is the first one
On Pricing · 3 min
New here? Start with 4 essays, about 15 min →

03 · Loose Threads

A public notebook. Some of these become essays
Pricing is less math than a story about what you think you deserve.ON VALUE◆Every free trial bets you’ll forget to cancel. They usually win.ON FRICTION◆The expensive dish on the menu is there so you order the one next to it.ON CHOICE◆Six small experiments that try a trick on you. See how many land.THE LAB◆Willpower is a budget. Most ads wait for you to overdraw it.ON ATTENTION◆The playlist feels personal. It was built to keep you listening.ON DEFAULTS◆Pricing is less math than a story about what you think you deserve.ON VALUE◆Every free trial bets you’ll forget to cancel. They usually win.ON FRICTION◆The expensive dish on the menu is there so you order the one next to it.ON CHOICE◆Six small experiments that try a trick on you. See how many land.THE LAB◆Willpower is a budget. Most ads wait for you to overdraw it.ON ATTENTION◆The playlist feels personal. It was built to keep you listening.ON DEFAULTS◆
“
The most expensive choices are the ones you never noticed you were making.
A working thesis

04 · The Shelf

Whatever's shaping the work right now.

My latest reads
InfluenceCialdini
Thinking, Fast and SlowKahneman
The Paradox of ChoiceSchwartz
Music I spin
In RainbowsRadiohead
BlondeFrank Ocean
At the VanguardBill Evans
Books I loved
UlyssesJoyce
MeditationsAurelius
Ways of SeeingBerger
See the full Shelf →
05Say hello

Get in touch.

For work, arguments, or book recommendations.

Email ↗LinkedIn ↗Instagram ↗Threads ↗Substack ↗
The occasional letter
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No schedule and no “quick favor” emails. Just the essays, when they're done.

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