Forget the gurus, the corporate buzzwords, and the overpriced playbooks. Business is more than a formula, it’s a living thing, unpredictable, messy, and completely unscripted. The market doesn’t care about your five year plan. It rewards those who adapt, think, and move before anyone else sees the shift coming.
That’s what I do.
Professionally, I go by Sam F. Rad, the name behind the work, the writing, the feeling.
Outside the design world?
You’ll meet Reza, the one who lives, observes, and gathers what the work needs.
Same mind. Different masks.
Both real.
I design experiences, not interfaces, but the full journey of interaction between people, systems, and ideas. My work sits at the intersection of behavioral psychology, storytelling, and technology.
My latest project, Alternative Realities, is about clarity. It simulates the investment decisions you could have made, revealing blind spots, biases, and the emotional traps that dictate financial choices. It’s part philosophy, part AI, part business strategy.
I code. I build. I experiment. Everything you see here? It’s my work, no templates, no shortcuts, no outsourced magic (well, em dash, AI). I believe in learning by doing, failing fast, and refining until something clicks.
So if you’re here looking for a prepackaged roadmap to success, you’re in the wrong place. But if you’re here to explore, to challenge assumptions, and to see business, AI, and experience design in a new way, then stick around. Things are about to get interesting.
Reach me directly. The person behind the philosophy. For inquiries, thoughts, or just something that stirs.
For design work, partnerships, or building strange emotional infrastructure that actually works. The studio is open.
For op-eds, collaborations on emotional theory, and writing that bruises. Use this if your message should come with a warning label.
For messages better sent in the night. You know what this is for. Don’t overthink it.
The message that never gets read. Sometimes you just need to say it anyway.
If you’re looking for breakdowns, the emotional arcs behind iconic designs and why they really worked, you’ll find them at phantomneurons.com.
It’s where I unpack the subtle signals, story beats, and psychology beneath brands that moved people. Less portfolio. More neural autopsy.
And if you’re ready to walk deeper, into the raw, irrational, soul-level territory that fuels it all, then step into the Arena.
(Hint: it’s the black hole. Yes, I built that too.)