What it is
A framework for behavioral design: the tension between what a page says and what it makes someone feel, and how to use that deliberately. It is a body of writing and a consultancy offer, not a product.
Founder
A behavioral design framework, written down as rules instead of kept as instinct.
A behavioral design framework, written up and published rather than kept as instinct.
Win: A complete framework with a live site — the writing is the deliverable.
The results
- Written, not instinct
- A method published as rules
- Behavioral design
- Framework, not software
- Published 2025
- The writing is the deliverable
What I built
The framework itself, the content playbook behind it, and the site that publishes it. Writing a method down is a harder test than applying it: the parts that were really just taste do not survive being written as rules.
The outcome
Live at semantictension.com. Listed here for what it is — published thinking with a site behind it, not software.