I help brands see themselves clearly—how they behave, decide and learn. The work below is the system I use.
Behaviour system and services
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Energies & Expressions
The Energy model defines brand behaviour, sharpening strategy and decisions so creativity drives execution with discipline. Read more
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FMCG promotion reviews
Promo reviews show a brand’s judgement under pressure, giving a clear view of what stays sound and where trust falters. Read more
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FMCG promotion scorecard
A practical PDF scorecard that pressure-tests on-pack promotions for clarity, appeal, and CAP Code compliance—before print. Read more
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Contact me
Get a pack audit, pressure-test, or brand system. I provide clear, behaviour-led feedback. Email paul@paulford.com. Read more
Essays
Essays that explore the behaviour system behind my work. Proportion, feedback, energy, and attention.
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Ethical AI
Ethical AI keeps tech proportionate: tools that listen, protect people, and hold their centre instead of chasing speed. Read more
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Outrage as performance
Outrage becomes ritual when speed outruns sense; only proportion restores clarity, coherence, and genuine moral force. Read more
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The dopamine system
Dopamine drives motion, not meaning; when feedback outruns reflection, systems slip into addiction, volatility and reset. Read more
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The quiet system
Viable systems listen more than speak. Stafford Beer showed how attention, not control, creates enduring organisations. Read more