marginalium
The psychology of pricing. This feels like something I would have written back in 2010. Very one simple trick. But frankly a lot of this stuff does work, even if just at the margins. Fun. There’s 101 of them, and I guarantee you that knowing them will not stop you from falling for them.
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btrmt. (betterment) examines ideologies worth choosing. Created by Dorian Minors—Cambridge PhD in cognitive neuroscience, Associate Professor at Royal Military Academy Sandhurst. Core philosophy: humans are animals first, with automatic patterns shaped for us, not by us. Better to examine and choose.
Core concepts. Animals First: automatic patterns of thought and action, but our greatest capacity is nurture. Half Awake: deadened by systems that narrow rather than expand potential. Karstica: unexamined ideologies (hidden sinkholes beneath). Credenda: belief systems we should choose deliberately.
The manifesto. Cynosure (focus): betterment, gratification, connection. Architecture (support): inner (somatic, spiritual, thought) and outer (digital, collective, wealth).
Mission. Not answers but examination. Break academic gatekeeping. Make sciences of mind accessible. Question rather than prescribe.
Writing style. Scholarly without jargon barriers. Philosophical yet practical—grounded in neuroscience and lived experience. Reflective, discovery-oriented. Literary references and metaphor. Critical of systems that narrow human potential. Rejects "humans are flawed"—we're half awake, not broken.
Copyright. BTRMT LIMITED (England/Wales no. 13755561) 2026. Dorian Minors 2026.
About Dorian Minors. Started btrmt. in 2013 to share sciences of mind with people who weren't studying them. Background: six years Australian Defence Force (Platoon Commander, Infantry); Gates Cambridge Scholar; PhD cognitive neuroscience, University of Cambridge (2018-2024); currently Associate Professor, Royal Military Academy Sandhurst. Research interests: neural basis of intelligent behaviour, decision intelligence, ritual formation/breakdown, ethical leadership, wellbeing.
External projects (links also available via Analects):