Money is the fruit not the soil.
October 26, 2026
If people like what we do, we’ll be successful. If people don’t, then we’ll change. It’s been a principle Hostile Sheep has embodied since I founded it. For years my identity was tied to Hostile...
At Hostile Sheep, we believe insight is only useful if it leads to action. Answers & Outcomes is where we explore how research, design, and systems thinking can help organizations do exactly that. The blog is part of our broader practice, one that supports teams in making sense of complexity, designing for people, and delivering outcomes that matter. If you’re facing a big question or a stuck system, we can help.
Reflections on Trauma, Consent, and Design.
July 14, 2026
There is a specific, quiet horror that comes with realizing your work has accidentally forced someone to relive a deep trauma. As an experience designer, I used to think my job was simply about building...
Credit Rehabilitation Project Story
June 17, 2026
Hi, this is a project story. This is where we share something interesting we’ve learned from a recent project or engagement. Some of our clients are happy to be named, some prefer us not to...
Agency is the outcome: Why feeling in control is the ultimate user experience.
May 15, 2026
Control is often an illusion. This couldn’t be more true than in the digital world where organizations frequently treat people like sheep. Do this, then this, then this, and you’re done! We all interact with...
Are you a Challenger? Why out-caring the giants is your only real advantage.
May 14, 2026
You may have heard that everyone is a tech company. It’s been a favourite talking point of the tech world; recently dragged back into the spotlight by artificial intelligence. The argument is simple and flawed:...
Metrics tell you what happened. The brain tells you why.
May 13, 2026
Most organizations aren’t starving for data. In fact, many are drowning in data lakes and dashboards but are starving for understanding. Business is great at measuring the surface; the clicks, the scrolling, the conversion rate,...
Using AI to write poetry
April 14, 2026
I founded Hostile Sheep on my hot-take that design isn’t a professional service. My belief, for decades, has been design is much more like a trade and should adopt certain things from how trades operate....
Seeing Clearly, Acting Wisely: How System Inquiry Guides Our Work
September 25, 2025
We’ve all been in situations where the way forward feels a bit like driving down a foggy road. You can see just far enough to keep moving, but not far enough to know what’s ahead....
When Doing the Job Breaks the System
September 16, 2025
On the surface, the pond looks alive and thriving. The water ripples gently. Children lean over the edge, their nets dipping in and out, pulling up long strands of green. That green is algae and...