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About

Troy Hernandez

Behavioral architect · Chicago

I design systems around how people perceive, decide, and act.

Apprentice to Bruce I. Newman: communication adviser to the Clinton White House, editor-in-chief of the Journal of Political Marketing.

Kellstadt Marketing Award, DePaul University.

Troy Hernandez

Now

  1. Operating Moach with client companies
  2. Building Moach iOS

Experience.

  1. Moach

    Built and operate the decision engine for client companies.

  2. Cloen

    Assisted the design for conversion and focus; the venture reached 2,700 customers at $49 a month.

  3. Hum Industries

    Product architecture and consumer positioning for a memory wearable; guided the pivot from government to consumer.

  4. Hum Technologies

    Product architecture and closed-loop design for a neuromodulation earpiece; positioning that took the program to military and government buyers.

  5. Alkaline Healing Herbs

    Built the entire site and positioning; ran the partnerships.

Method.

  1. Understand the system

  2. Find the constraint

  3. Change the behavior

  4. Measure what happens