About

I've always been drawn to the gap between how humans think they make decisions and how they actually do.

Growing up, I gravitated toward art and music — not as a career aspiration so much as a way of thinking. There's something in creative work that resists pure logic, that lives in the space between structure and instinct. That tension stayed with me when I moved into economics, then analytics, then building companies. It's probably why behavioral economics hit me so hard when I first encountered it — the idea that irrationality isn't a bug in human decision-making, it's the architecture.

My career has taken me through startups in music, fashion, and health tech — places where I learned to move fast, read signals, and build growth engines with limited resources. I founded Alchemy Collective, a boutique consultancy helping companies understand who their customers were and how to reach them. I came up through marketing analytics — attribution models, ML, the full stack of figuring out what's actually working and why. Eventually I went back to school, completing my EMBA at MIT Sloan, where I studied optimization and got to think rigorously about markets, systems, and the humans inside them. Now I'm VP of Growth at Equinox, where the problems are bigger and the loops are faster.

The question I keep returning to isn't new: why do people persistently act against their own interests? Why do organizations optimize for the wrong things, even when the data says otherwise? What makes a person or a system resistant to updating its beliefs?

AI has made those questions feel urgent in a new way. Not just because of what AI can do — but because of what it reveals about us. The biases that were always there are now being baked into systems at scale. The irrational patterns that played out slowly are now running at machine speed. And the humans who understand this — who can read both the model and the behavior behind it — are operating in a fundamentally different world than those who can't.

That's what Humans in the Loop is about. It's a book and an ongoing set of essays at the intersection of behavioral economics, AI, and what it actually means to be human in a world that's getting faster. Grounded in data, rooted in curiosity, and written for people who want to think seriously about where we're headed.

If that sounds like you, read along.