Welcome back to Skool Projekt!

Skool Projekt is back (and better than ever)!

After a brief pause (relative to time), we’re back to explore the logic (or lack thereof) and chaos of the economy. Every Tuesday, we’ll dive into the economics and branding of a company you know—and sometimes, one you don’t know. Then, every Thursday, you’ll get an essay unpacking the logic (and chaos) of business and finance (otherwise known as the economy).

And every now and then, we’ll drop a think piece on whatever economic mess is unfolding in real time. So, welcome back. Hope you enjoy the new Skool Projekt.

––JD Washington

What to look forward to next week in our first real editions: On Tuesday, we’re kicking things off with Apple—how it became (and continues to be) the world’s most valuable brand (a mostly objective opinion). Then on Thursday, we launch Irrational Thinking in a Logical Economy, our deep-dive essay series on the emotional chaos behind seemingly rational markets.

Irrational Thinking in a Logical Economy

by JD Washington

Abstract

Irrational Thinking in a Logical Economy is a ten-part essay series that challenges the foundational assumption of modern economics: that markets are rational and people behave logically (they aren’t, and they don’t). In reality, economic systems are powered by emotions, narratives, and herd behavior––not cold calculation. From the illusion of rational markets to the rise of hype cycles, this series dives into how mass emotion, not logic, fuels bubbles, why perception often trumps utility, and how branding, fear, and FOMO drive financial decisions more than data ever could.

It examines the contradictions at the heart of productivity, the psychological need for certainty, and the emotional scars we carry into investment decisions. It also explores the paradox of rational self-destruction––why companies prioritize short-term profits over long-term survival––and the hidden costs of convenience that entrench monopolies and limit choice. Ultimately, it argues that in a system built on irrational behavior, true logic is not only rare, it’s often mistaken for insanity.