Hi, it's Linda.

I like figuring out how people make decisions.

I spent 4 years on a PhD in decision-making, advised people making big, serious ones for 5, and now help companies figure out how to use AI in interesting ways.

The Doctor Says
Got a yes-or-no question? Think it really hard, then let the doctor read your mind.
Professional opinion. Free of charge. Not medical advice.

The story so far

2026 — now

Helping companies figure out how to use AI in interesting ways.

Most recently, Principal Client Strategist at Artificial Societies (YC-backed AI simulation startup), doing a bit of GTM, client delivery and applied research.
2022 — 2026

Built the whole operating model and tech stack of a strategy consultancy called GCS.

Started off as a strategy consultant, helping private equity decide what to buy and how to grow it. Did lots of CDD. Then corporate divorce: rebuilt GRAPH UK as GCS in 4 months. Did not pick the name. Got GCS to become more AI-native (hello Claude).
2021 — 2023

Side quest: co-founded &ASIAN, a media outlet for Asian creatives in entertainment.

Ran the business side as COO and worked with partners like Disney, Netflix and Amazon.
2017 — 2021

Did a DPhil (PhD) in experimental psychology at Oxford.

Studied how people adjust their confidence over the course of an uncertain decision. Wrote 53k words about it during COVID. Also taught undergrads cognitive psychology.
Also, briefly

Consultant at STL Partners. Helped telecoms companies work out where growth would come from, mostly around 5G and edge computing.

A summer as a research assistant at the Future Cities Laboratory, running real-life experiments to figure out why people get lost in malls.

Chartered Psychologist with the BPS, Certified Member of the MRS, and a data science and machine learning fellowship at AiCore.

Things with my name on them

PODCAST FEATURE · 2026 Orchestrating humans and machines: the new consulting model I talk about consulting and AI for a while. Good for a commute, or for falling asleep.
Spotify Apple Podcasts
ARTICLEExploring second-order effectsArtificial Societies · 2026 Simulated 27 parallel universes so we could see how analysts and journalists would panic in advance of Nike’s earnings call. ARTICLETesting simulations against realityArtificial Societies · 2026 Predicted analysts’ questions before NVIDIA’s earnings call. Then marked our own homework. PRESSGRAPH Strategy rebrands as GCSConsultancy.uk · 2025 Quoted on the rebrand. Translation: I helped with a corporate divorce and got to say something nice about it. THESISConfidence and information seeking in decision making under uncertaintyOxford · 2021 The 53,000 words. Confidence goes up once you’ve made a choice, which explains a lot. PAPERInvestigating the influence of ‘losses disguised as wins’ on decision making and motivation in ratsBehavioural Pharmacology · 2018 The short version: it’s about slot machines. For rats.

Vibe code projects

LIVE HSK Learn Helping myself become less illiterate before my trip to China