How people decide.
The independent practice of Troy Hernandez, Chicago.
Current endeavor · MoachCurrent endeavor
Moach
A system that determines what a business should do, why, and whether it worked.
Moach is behavioral decision infrastructure: it records what a company believes, decides, and predicts, then grades every prediction against reality. I operate it for client companies.
The loop
- Evidence
- Belief
- Decision
- Intervention
- Prediction
- Outcome
- Learning
The loop: Evidence, then Belief, then Decision, then Intervention, then Prediction, then Outcome, then Learning. Outcomes update beliefs.
- Evidence
- Belief
- Decision
- Intervention
- Prediction
- Outcome
- Learning
- Outcomes update beliefs
- Status
- Active
- Role
- Operator
- Since
- 2025
- Operated for
- Client companies
Proof
Proof
2,700
customers at $49/mo reached by Cloen · design assist
$50K
profit wholesaling real estate, at sixteen
Kellstadt
Marketing Award, DePaul University
Live
alkalinehealingherbs.com, built end to end
Selected work
Selected work
About
Behavior is earlier than explanation.
People act before they can explain themselves. My practice reads that early layer and turns it into positioning, products, and decisions that can be graded.
Now
- Operating Moach with client companies
- Building Moach iOS