From Rational Economic Man (A.K.A. Homo Economicus) to Social Adaptable Human

If you're feeling disenfranchised from the economy, you’re not alone. Plenty of young people that I’ve spoken to are feeling left out of the economy as if it isn’t designed to benefit them. There’s an all too simple explanation... Economic models are built around a ‘Rational Economic Man’; however, this is not who we actually are nor how we interact with the economy.

Key takeaways

  • ‘Rational Economic Man’ is the individual at the centre of our economic models. The problem is, this caricature doesn’t represent who we are.
  • We need a more realistic description of who we are; we are ‘Social Adaptable…


In the game of business, the goal is to have a cheaper or better offering than your competitors. Sure, by doing this, you’ll steal customers from your competitors and gain more market share, but what about all the potential customers who aren’t currently in your market? How do you target them?

Key takeaways

  • To create new demand businesses need to shift from being competitor focussed, to focussing on their non-customers.
  • Innovating for your non-customers will allow you to create your own uncontested market space.

Most businesses increase their market share by playing, what is called the game of business. They do this…


Sustainability Mindset: Cognitive Dissonance and a Personal Journey

Why is it that some businesses reject sustainability while others seek to proactively incorporate sustainability? Some businesses seem ignorant or oppositional to the thrust of sustainability, while others focus on innovation and seek to reinterpret the nature of their corporation to make sustainability an integral part of it. One of the main reasons is the mindset of the business leader. There is a paradox between profitable business on the one hand; and stewardship and protection of ecological and social systems on the other.

Key takeaways

  • The ‘business as usual’ approach, that began during the industrial revolution is inherently exploitative of social and…


10 Steps to Scale Up Your Business

Scaling is not the same as growth. When a business grows without scaling the increased revenue leads to a proportionate increase in costs. In other words, as the business grows and sells more, there is a direct positive relationship with its costs. Scaling is all about increasing your business’ capacity while also decreasing costs. Scaling allows for a disproportionate decrease in costs compared to profitability.

Growing a business is one thing; scaling is a whole other undertaking. Your business might have experienced some growth, however as your business grows, it will not handle the increased volumes with its existing systems…


When you’re thinking about buying a car, which do you prefer: a cheap car that will reliably get you from A to B, but doesn’t come with any ‘bells and whistles’, or a more expensive car that comes with all of the luxury items that you’d expect with the higher price tag? This is the game of business: a trade-off between the value you are providing to the customer and the cost of the offering.

This choice is, of course, up to you. Each car manufacturer has chosen their position in a crowded market.

But what if there was a…


A lot of people I’ve spoken to assume that work is either co-located or remote. They think that because they are working remotely from their lounge room, having Zoom meetings and being relatively productive that this is the best the work from home experience can get. But there is so much more than they, and their workplaces, can do that will send their productivity skywards.

Key Takeaways

  • Moving to a distributed and asynchronous workforce can increase the productivity of a business beyond that of any that is co-located.
  • The benefits of a distributed and asynchronous workforce include, and not limited to, accessing…


There have been far too many ‘myths’, ‘conspiracy theories’ and other misinformation floating around on Twitter and Facebook. Why is it transpiring that many truth claims about SARS-CoV-2 (COVID-19) are anything but true? The answer to this lies in the nature of the truth claim. In this post, I look at the difference between universal, authoritative and iterative truths.

Key takeaways

  • Universal truths are becoming harder and harder to come by because of our increasingly complex world.
  • Our increasingly complex world has led to an increasingly pluralist discourse; this, in turn, has led to a phenomenon of authoritative truth.
  • Many things we…


A lot of people, myself included, stop reading when they see terms like ‘mythology’ and ‘archetypes’, but I implore you to give this a chance. Jungian psychology — with all its myths and archetypes — can be mapped on to our increasingly rational lives.

Key takeaways

  • For eons, we have learnt through stories and myths; these stories almost always have a meaning that is greater than the literal.
  • There are archetypes that we all share; we can all intuitively relate to them and use them to help us understand our, and others behaviour.
  • The Jungian archetypes, give us an easy, top-down, way…

Brandon Gordon

Business Consultant and MBA student, interested in Sustainable Business Practices

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store