AI Behavioral · Co-Founder & Chief Architect
The Incentives Lab
Learn incentives. Diagnose systems. Redesign behavior.
12
Behavior dimensions
1,200+
Atlas entries
100
Point scan
The Problem
Leaders see disappointing outcomes but often cannot see the incentive architecture producing them across people, metrics, culture, and AI systems.
The AI Architecture
The Incentives Lab is a learning laboratory and think tank built around Incentive Intelligence™—with diagnostics, a behavioral taxonomy, interactive tools, research, and an incentives intelligence layer.
What Aaron Shipped
- A fast Diagnose-Me-Now pathway for identifying incentive failures
- A 100-point Incentive Scan for websites, policies, and operating systems
- The Human Behavior Taxonomy™ and interactive behavioral tools
- An Incentives LLM with cited search and answer capabilities
The Outcome
A public learning system and professional discipline that turns incentive analysis from an abstract idea into tools leaders can use on live problems.
Under the hood
How it was built.
Tech Stack
Implementation Notes
The platform combines a structured behavioral corpus with public tools that let visitors explore, diagnose, compose, and stress-test incentive systems.
Funnel Strategy
Free diagnostic and learning tools → deeper research and certification → working sessions and incentive redesign engagements.
The growth-engine model
One connected system, not six disconnected vendors.
Extraordinary connects brand, software, content, search, automation, and measurement—then stays close as a growth partner where the fit is strongest.
Browser layer
React 18 · TypeScript 5 · Tailwind
Declarative UI, compile-time type safety, design-token CSS that flips themes from one variable.
Build layer
Vite · esbuild · SWC · imagetools
Native ES modules in dev (instant reloads) and tree-shaken, code-split, hash-versioned bundles in prod.
Edge & delivery
Global CDN · HTTP/3 · TLS 1.3 · immutable caching
Every byte served from the user's nearest PoP. Long-lived caches because filenames are content-hashed.
Backend layer
PostgreSQL · PostgREST · RLS · JWT auth · Deno edge functions
Your schema is your API. Authorization enforced inside the database. Server code without server ops.
The tools are not the advantage. The advantage is seeing the whole engine, choosing what matters, and making every part compound the others.