Carina Cunha

I run experiments on human behavior for a living: on organizations, audiences, individuals and myself. I am developing my own M-theory of human behavior: a framework connecting physics, evolutionary biology, neuroscience, psychology and behavior. Natural selection shaped how we allocate energy and attention within the constraints of physics. Every decision is an energy allocation. Carl Jung had his sessions with patients. I have my sessions with businesses. Companies, founders, customers, investors and audiences provide the observations through which I develop and test the framework. Y42 is my consultancy and laboratory. I identify the problem, develop the strategy and translate it into execution across capital, communication, positioning, commercial growth, market expansion, partnerships and operations. Pattern recognition makes leverage visible. I identify where deliberate interventions produce disproportionate returns. First Principles is my body of work. I publish these ideas in my First Principles newsletter: “See life at a different resolution. Experiments in time, energy & mastery. The objective is fidelity to reality.” My forthcoming book, First Principles of Persuasion (2027), develops the framework beneath sales, marketing and persuasion. Persuasion is physics expressed through behavior. I am CMO of Messaging Studio, where I lead commercialization, product positioning and messaging. I am also an Investor & Capital Strategy Advisor at STATERA, an advisor to KinPay and GiveMagix, and an Advisor to the Board at Align AI Foundation. I have 17+ years of experience as a founder, investment banker, corporate strategist and consultant. I have advised 100+ organizations, from startups to FTSE 100 and Fortune 500 companies. Website: https://carinacunha.com/ Messaging Studio: https://messagingstudio.com/