Articles

It has been building up, aching, asking to be written, itching and nagging — in short, it is high time this article was written. Whom we choose as a partner, and how. There are plenty of theories describing compatibility. Some go by the stars, some by coffee grounds, some by the I Ching; the Kama Sutra goes by the size of the genitals, and one man I know seriously believes that compatibility should be matched by absolute body weight in kilograms. In short, there are many theories, but we work with one — coherent

Why and what for are we in relationships? What do we need from a partner? How do you choose the object of your infatuation? Always in the same way? Really? Elizabeth Taylor married eight times, and every time it fell apart. So what was she looking for? And what if the criteria for choosing change as a person grows? And if they change, can we ever stop searching for our person? Or, simpler still, find them straight away?

This post is the verbatim report of the presentation of Alexander Nix, Cambridge Analytica CEO, at Online Marketing Rockstars Festival 2017. Alexander talks about big data, the OCEAN methodology used to predict people's behavior and the persuasive power of psychometrics.

Dividing people into introverts and extraverts is frowned upon — and quite wrongly so. The difference between them is so fundamental that it lies behind domestic quarrels, religious reformations and the irreconcilability of whole ideologies. It is so striking and so obvious that you might think these were people from different planets. If we grasp this difference, not only will our own lives get easier — the world will get better.