Today’s collaboration with Daryna Karuna matters because this is not just an HR debate. It is a decision-quality problem.

Across leadership tools, coaching platforms, and AI-driven assessment products, market appeal often moves faster than scientific proof. And once companies start confusing usability, good branding, and real validity, they stop buying measurement and start buying managerial comfort dressed up as knowledge. That is where expensive mistakes begin: in hiring, promotion, leadership selection, and partnership decisions.

In this guest piece, Daryna names the problem directly: marketing keeps beating science in HR. She shows why that distinction matters, why AI can amplify persuasiveness without strengthening proof, and why the cost is not abstract – it shows up in bad people decisions made with too much confidence and too little evidence.

This is exactly the kind of conversation I want more of here: less hype, more mechanisms; less comfort, more clarity.

Read Daryna Karuna’s guest post: