Observer
I notice small things and wonder why people act the way they do.
My dad vs. the fishmonger
A wet market in Hong Kong, and a sigh worth 30% off.
In elementary school, my favourite thing was going to the wet market with my dad. He'd stroll up to the fish stall, lean in to inspect the fins, give the faintest nod… then shake his head and sigh.
Without a word, the fishmonger would fold and offer 30% off. My dad never asked for a discount. He didn't even speak. I was convinced he had a superpower.
Years later, game theory in AP Micro gave the superpower names: signaling, incentives, scarcity. Back at the same market this past summer, I studied the fishmonger's face, turned away, took three steps and didn't look back. “Fifty percent off!” This time it didn't feel like magic.
to be added
Why people decide what they decide
Consumer psychology research with professors at U of T and Western.
The fishmonger question never really left. At the University of Toronto's Rotman School, I work with Prof. Sam Maglio on how time of day shapes whether consumers follow through on future plans.
At Western's Ivey Business School, I'm studying how generative AI affects students' metacognition with Prof. Guneet Nagpal: reviewing the literature, analyzing cognition data, and writing my first first-author manuscript.
- university labs
- 2
- papers reviewed
- 70
- author manuscript in progress
- 1st
university labs
papers reviewed
author manuscript in progress
to be added
03 · Growth lead · youngest employeeKuse AI
Watching how one changed word turns a flop into millions of views.
At Kuse, a $9M ARR startup, I built the creator program from scratch: hiring and managing 30 university students, and writing 100+ scripts to test which hooks people actually stopped for.
I pushed creators to notice tiny details: no plain wall backgrounds, a plant for warmth, lighting on the face. Changing a few words in a script was often the difference between a video that flopped and one that pulled millions of views.
- views
- 80M
- new users
- 300K
- university creators managed
- 30
- scripts A/B tested
- 100+
views
new users
university creators managed
scripts A/B tested
light the face. change one word.