Behavieural is the consulting arm focused on AI adoption and trust—especially in healthcare and financial services. It applies behavioral science to diagnose why clinicians and frontline workers resist, override, or under‑use AI systems, and helps organizations reduce the deployment stalls that have become endemic across the industry.

The Great Canadian Brand Index (GCBI) is a national index measuring Canadians’ trust in domestic brands across seven core dimensions. The corresponding Great Canadian Brand Ledger (GCBL) is its longitudinal companion—a continuous record of how trust in Canadian brands evolves over time, treating brands as civic institutions whose legitimacy must be earned.

Our official LinkedIn newsletter for leaders and practitioners navigating AI deployment in the real world. Each issue tracks emerging behavioral risk patterns—workarounds, override trends, adoption gaps, trust failures—and translates them into implications for organizations where AI is already live or on the way.

One behavioral insight. One implication. One action. Behavioral Patch is a weekly signal for people who want the science without the noise—a single, focused idea from behavioral research applied directly to how AI gets adopted, trusted, or rejected in practice.

The Great Canadian Brand Ledger (GCBL) is the weekly, executive‑level briefing that interprets the movements in the Great Canadian Brand Index (GCBI)—Canada’s nationally representative dataset measuring trust in 130 major institutions across seven core values. If the GCBI is the measurement, the GCBL is the meaning: a concise, behavioural‑science readout for leaders, policymakers, strategists, and analysts who need to understand how Canadians’ institutional expectations are shifting and what those shifts signal for risk, reputation, and strategy.

Inversion Point is a long‑form strategy publication that explores how AI and modern technology quietly reshape markets, competitive advantage, and organizational decision‑making by examining the human side of it—how people interpret information, adapt to new tools, and make choices inside systems that are changing faster than they can fully understand.