All Epsilon Theory Content

All Epsilon Theory Content


Everything we have published at Epsilon Theory since 2013, an archive of more than 1,000 evergreen notes.

Breaking News #1: The Water In Which We Swim

By Harper Hunt | August 3, 2023 | 0 Comments

In our kick-off episode, Ben, Matt and Jack talk about why we’re here – to break open the news reported by mainstream media to reveal the Nudging language of Narrative and story that drives us.

We focus on the reporting of inflation as a perfect example of what we call Fiat News.

The Economic Perception Model

By Kyla Scanlon | August 2, 2023 | 9 Comments

Recession – like beauty – is in the eye of the beholder. Unlike beauty, though, our economic perceptions are far more likely to fall into the self-imposed traps of cynicism and nihilism.

Hagakure: The Secret Wisdom of the Samurai

By Brent Donnelly | July 28, 2023 | 5 Comments

This is the Way.

Not just for the samurai but for the trader.

Cursed Knowledge #16: Women in Refrigerators

By Harper Hunt | July 27, 2023 | 3 Comments

A revamped Cursed Knowledge is back! In this brand new episode, Ben joins Harper in the studio to talk about the all too common trope of killing off female characters to motivate male characters. Trust me, you’ve seen it. It’s everywhere and can tell us a lot about how hard it is to capture and maintain an audiences attention.

Men of God in the City of Man, Part 8: Zoonosis

By Rusty Guinn | July 17, 2023 | 152 Comments

Physical viruses sometimes jump from one species to another.

Narrative viruses sometimes jump from one culture to another.

All it takes is the right virus and a susceptible host.

Men of God in the City of Man, Pt. 7: Mutation

By Rusty Guinn | July 14, 2023 | 152 Comments

Narrative viruses are not immune to events in reality world – especially when we have made those narratives part of our identity.

And when a narrative becomes part of our identity, it changes what we need to be true.

Men of God in the City of Man, Pt. 6: Pandemic

By Rusty Guinn | July 12, 2023 | 152 Comments

Surprising outcomes in reality world that seem to confirm a narrative often produce explosive growth in its scale.

But also in its scope.

Root, Root, Root For Our Home Team

By Matt Zeigler | July 11, 2023 | 8 Comments

“I can’t find Dad.”

In which a stressed-out family makes an active choice to look past the totems of Team Red and Team Blue to find the truth of their Pack.

Men of God in the City of Man, Pt. 5: Epidemic

By Rusty Guinn | July 10, 2023 | 152 Comments

Men of God prophesied as early as 2007 that God would make Donald Trump the President of the United States.

Our narrative virus gave these predictions fertile ground to take root.

Men of God in the City of Man, Part 4: Epimemetics

By Rusty Guinn | July 7, 2023 | 152 Comments

Every narrative is built on memes that have evolved and adapted to human culture over centuries.

But some environments change the way that those memes are expressed. The effects can be explosive.

The Launch of

By Rusty Guinn | July 6, 2023 | 0 Comments

Today we announce the beta launch of, an Epsilon Theory sub-site devoted to the measurement of opinion content in news.

Our goal? Giving citizens the ability to know when they’re being told how to think.

Fostering Reality in an Unreal World

By Brent Donnelly | July 5, 2023 | 1 Comment

ET contributor Brent Donnelly captures the spirit and the content of our Epsilon Connect conference better than anything we could have done ourselves. Plus you get the slides from our presentations!

Men of God in the City of Man, Part 3: Memetics

By Rusty Guinn | July 5, 2023 | 152 Comments

In the same way that genetics governs how physical viruses reproduce within a host, memetics governs how narrative viruses reproduce within a culture.

And the memes which govern our narrative virus are powerful.

Derivative Hoops

By Hubie Brownstone | June 20, 2023 | 4 Comments

A synthetic basketball lasted only one year (2007-2008) in the NBA.

But Synthetic Basketball? Oh, that’s here to stay.

When The Best Conference Speaker Is Your Uber Driver (Epsilon Connect 2023 Notes)

By Matt Zeigler | June 15, 2023 | 15 Comments

The best speaker at Epsilon Connect 2023 was my Uber driver.

Buckle up, honeys.

The United States of Bed Bath & Beyond

By Ben Hunt | May 16, 2023 | 80 Comments

A grown man made a wager. He lost. He made another wager. He lost again. End of story.
– Tony Soprano

This is the story of weak men and rapacious men.
This is the story of Bed Bath & Beyond.
This is the story of America today.

Trading is a lot like Poker

By Brent Donnelly | May 16, 2023 | 1 Comment

With the passing of Doyle Brunson, it’s a good day to compare poker to trading.

An AI in the City of God

By Ben Hunt | April 11, 2023 | 198 Comments

The City of Man always wins.

The Visigoths always sack Rome. The Vandals always sack Hippo. Augustine always dies in the siege. Bad things always happen to good people … at scale.

Here’s how we use generative AI to flip the script.

Dedollarization is Not a Thing

By Brent Donnelly | March 31, 2023 | 37 Comments

People like to throw around the phrase “gradually, then suddenly” as a witty rejoinder to suggest a dedollarization of the world is a nonlinear process that will unfold any day now. That only sounds smart when Hemingway says it.

There is no structural dollar depreciation or dedollarization story. Global usage of the USD is stable and changes in the value of the USD are cyclical.

Office Hours Recap 03/24/2023

By Harper Hunt | March 28, 2023 | 2 Comments

These are the major topics and ideas we discussed during the 03/24/2023 Office Hours as well as some of the biggest takeaways. If you have something you want to add to the conversation, let us know in the comments and join us next time.