adam syed

Behavioral Signals to Outperform Demographic Targeting

Team AOC

Senate Republicans

California Democratic Party

Heritage Foundation

Adam Syed

Founder & CEO, Moonbrush | Wharton MBA | 500+ political campaigns, 96%+ win rate

purchase velocity, content consumption patterns, and social engagement fingerprints — that reveal true buyer psychology

Identify 3 behavioral signals hiding in your existing data

so you can predict how different segments will respond to different messages before you spend a dollar testing.

Map each behavioral signal to a specific buyer psychology

on your own product or campaign using a framework proven across 500+ campaigns, and immediately see what you're missing

Run a Monday-morning Signal Audit

Learn from a world-leading expert how to design and analyze trustworthy A/B tests to evaluate ideas, integrate AI/ML, and grow your business

Author of best-selling A/B testing book

Microsoft

Airbnb

Amazon

Dr. Ronny Kohavi

Technical fellow and VP at Microsoft & Airbnb, co-author of A/B testing book

26 Jan 2026 - noon PST

9 March 2026

Through multiple real examples of well-run experiments and stories from Microsoft, Amazon, and Airbnb, you will see the humbling reality that we are terrible at assessing the value of ideas.Trivial changes can be surprisingly useful, whereas large efforts often fail. Accelerate innovation by building Minimum Viable Products (MVPs) and features, and make the organization more evidence-based and humble as it adopts and learns to use evidence from the gold standard in science—the controlled experiment.You will understand the challenges in designing and running trustworthy randomized controlled experiments (A/B tests), including the importance of the Overall Evaluation Criterion (OEC), scaling, common pitfalls, and Twyman's Law. We cover cultural challenges, institutional memory, maturity model, observational causal studies, offline evaluation, AI/Machine learning and triggering, build-vs-buy trade-offs, challenges, and requested topics. The Advanced Topics course is designed as a technical follow-on: <a target="_blank" rel="noopener noreferrer nofollow" href="https://bit.ly/AdvancedABFS">https://bit.ly/AdvancedABFS</a>

Empower your organization to be data-driven and innovative

Internalize the humbling reality: we are poor at assessing the value of ideas

Understand the key advantages and limitations of A/B testing

Learn how to design metrics and the Overall Evaluation Criterion

Learn how to design trustworthy A/B tests

Learn about the cultural challenges

Learn about the relationship to AI and Machine Learning Modeling

Data science managers and scientists will be able to design and interpret the experimental results in a trustworthy manner

Program managers focused on growth, revenue, conversions, and prioritization will understand how to provide the org with robust clear metric

Engineering leaders will be able to make organizations more data-driven and efficient with fewer severe incidents through A/B tests

Develop the rare skill of listening to what your market needs but can't yet name — so when you make decisions, you're just right.

AI Research Leader •Ex-Meta, Uber, Apple

Uber

Apple

Google

Canvas8

Abi Awomosu

AI Research Leader • Ex-Uber, Meta •  Bestselling Author of 'How Not to Use AI'

Cohort 6

Cohort 8

Most leaders don’t struggle with access to ideas or data. They struggle with knowing what matters before it’s obvious or too late.Most AI research courses teach extraction: summarize quicker, automate the asking, replacing the human with the synthetic.The Billion Person Focus Group® does the opposite. You use AI as a listening partner to access patterns from places where people actually gather and speak unfiltered— forums, communities, support tickets, sales calls, product data.Triangulate across sources. Bring receipts. Then hand off what you find to surveys, interviews, or experiments.Discovery first. Validation second.This isn't "move fast and break things." It's see first—act once.In two days, you’ll apply this to a real high-stakes decision and leave with:<ul><li>Visual market landscape maps </li><li>3–5 decision-ready hypotheses</li><li>A ready-to-run Listening OS — agents, workflows, cookbooks — customized to your market</li><li>A validation plan you can execute Monday</li></ul>And you keep everything — for the next launch, the next client, the next pivot. Stop renting insights. Start owning the capability.

See what your market really needs—before you build, launch, or scale. 

See your market as it actually exists— not how dashboards flatten it

Identify emerging market trends before they become mainstream.

Discover  the 'unknown unknowns' — what your market feels but can't say

Assemble AI advisors that shape decisions  — not yes-machines who confirm

Move at AI speed without losing the human meaning in the data

Stop renting insights or more AI tools — develop internal intelligence you keep

The course is taught primarily using Claude, but the methodology works across platforms. No technical skills required.

Familiarity with AI tools — you've used ChatGPT, Gemini, Claude or similar. 

Strategic Leaders (Product, Marketing, Strategy Leaders, Consultants) who need to spot opportunities before competitors or de-risk big bets

Founders, Entrepreneurs or Innovators who want to stop guessing at product-market fit and meet needs that actually exist

Senior Practitioners (Designers, Marketers, Strategists, Researchers) who want to ground their work in real signal — not assumptions

Build your personal BehaviorOS and become the architect of your goals, habits, skills, and effectiveness—forever.



FC-03

Author, Creator: Unified Behavior Model™

TEDx

The New York Times

CNET Networks

Lifehacker

Fox News

Martin Grunburg

Author, Creator of UBM & Behavioral Systems Theorist

FC-02

FC-04

Goal achievement is about probability.Most people are operating without a precise map and GPS.Would you drive somewhere you’ve never been before without a map and GPS?You could… but why?The history of goal-achievement has been pieced together over time with conflicting advice and competing models.Behavior Architecture is the only complete, “hard” science-backed system for achieving any goal, and you can learn it in just 8 days.In blind “one-goal” tests, every top AI model selects UBM.No fluff. Zero guru magic.Just the four elemental forces that drive every behavior and every goal, finally working for you.Social media is flooded with competing, untested ideas.A $4,000 weekend seminar gets you fired up — until Wednesday.Books contradict each other.Even the experts describe their own field as "an incoherent mess."Your confusion isn't because you're not smart.The challenge is you've had fragments—puzzle pieces.With a unified system, the guessing stops because no information escapes.8 Days. 110% Risk-Free. Guaranteed."A handsaw is a tool. This isn't a tool. This is a power tool!" ~Star P. (FC-01) AlumnThis is the LAST habits and goals course you'll ever need.

Finally Understand Why Your Goals Fail — And Exactly How to Fix Them.

Understand why your goals or habits fail — and fix them fast

Build your personal BehaviorOS™

Achieve goals more quickly than ever before

 A professional toolkit — for all goals, forever.

Optional: Go for your BNA credential. One that proves you know human behavior

Join a Historic Breakthrough: Democratizing Elemental Behavioral Literacy

You're seeking motivational hacks or need consensus to act. You don't understand the natural trajectory of breakthroughs and paradigm shifts

This course is not for you if...

P.A.R.R. requires binary tracking (1 or 0) daily. If you can't commit 2 minutes/day to record your behavior, don't enroll.

You think life is for living and not tracking. Hint, You can and should do BOTH.

Tactics are great. They may help you survive another day. UBM is for those who want to architect effectiveness, not for a day, for life.

If You’re Just Seeking the Latest Tactic

<h3>Leaders &amp; Executives: What might happen if you armed yourself and team/organization with a holistic, proven scientific framework?</h3>

<h3>Coaches &amp; Practitioners: How much time could you save—how much easier would work be—with a unified system that delivers better results?</h3>

<h3>Busy, Driven Professionals: You need a proven system to save time, boost effectiveness and efficiency, and achieve meaningful goals.</h3>

Decode what hiring managers really evaluate. Consistently select, structure, and deliver stories that articulate Senior-level impact.

Ex-Staff Engineer turned Career Coach

NVIDIA

Thumbtack

Shine Garg

Ex-Staff Engineer turned career coach for Senior through Principal Engineers

Cohort Q1 2026

You walk out of a behavioral interview knowing you have strong experience, but unsure how it landed. Maybe you rambled, froze, or gave a surface-level answer. The ambiguity and unclear expectations leave you anxious about rejection or being down-leveled.This course removes that ambiguity.Gain the confidence and peace of mind to ace behavioral interviews without memorizing answers or making them up on the fly.You’ll learn how to:✅ Decode what behavioral questions really assess✅ Select the right story in &lt; 30 sec✅ Use the STAR++ framework to convey senior-level thinking✅ Deliver answers confidently, like a peer✅ Ask strategic questions that reinforce your seniority and reveal real work cultureThis course distills the interview judgment I developed over 15 years, including:<ul><li>Upleveling from Senior to Staff</li><li>Securing an additional $500k in equity after a single behavioral round with a VP</li><li>Advancing directly to a Meta E6 onsite after an initial behavioral interview</li></ul>Join live instruction on my frameworks, guided exercises, peer practice with feedback, and a practical handout mapping common behavioral questions to hiring signals and anchor stories from my career to model your own answers.

Take the guesswork out. Select and deliver stories that convey Senior impact.

How behavioral interviews are used to *level* Senior engineers

The Signals that make Senior engineers hireable

How to structure compelling stories using STAR++

How to deliver your stories with the confidence of a peer, not a candidate

The strategic questions you can ask to uncover the 'real' work culture

A repeatable method for future interview preparation

You're a Senior Software Engineer or a mid-level engineer looking to up-level to Senior through interviews.Other job titles: See FAQs

You're a Senior IC in adjacent functional roles like AI/ML, Frontend, Infrastructure, Mobile, SRE, etc.

You struggle with selecting the right stories, structuring them to convey impact, answering follow-up questions, or managing nerves.