Attention Industry

The attention industry is a system of producing goods using the attention of people as its main resource. Most commonly, these goods are copious forms of distractions. The vast majority of people in the digital age is unconsciously working or at least cooperating with the attention industry, thus depleting one of their most valuable resources.

Cognitive Bias

A cognitive bias is a form of irrationality caused by mental shortcuts that are unconsciously used while thinking intuitively. Most of these heuristics seem to be hardwired, i.e. they cannot be easily unlearned. It is still possible to lessen their often desastrous influence by first becoming aware of them and then designing our intuitions accordingly. Berlin Alley is specialized at that and will help you work towards more control over your mind.


Creativity is the ability to come up with new and preferably valuable ideas. Its process involves four stages:


1) focused work,

2) incubation,

3) the hunch,

4) and a verification.


Flow and output of this process can be greatly enhanced, given the right coaching.

Digital Dementia

Digital dementia is the degradation of our cognitive abilities by (overly) relying on digital technology. Especially the abilities to focus, to remember things, to think out of the box and to make full use of our senses are affected. Additionally, digital technology often leads to addictive behavior which, among others, increases the above mentioned effects. Less popular names are digital numbness or digital amnesia.


Employees who are engaged are emotionally invested and focused on creating value for their organization. Worldwide, only 13 percent of employees say they are engaged at work; in Germany, 85 percent are disengaged. This costs the German economy around 120 billion euros a year. Unsurprisingly, engaged employees lead to a much better business outcome in terms of productivity, sales and profitability and are more likely to rate their overall lives to be thriving. – For more information on employee engagement see Gallup’s Global Workplace Report.

The Hunch

Being the third stage of a creative process, the hunch is the impression to have come up with a great idea. But as not every “click” signals a successful action, not every hunch is already that great idea. It has to be verified first. Until then, we suggest to use words like “illumination” or “inspiration” as economically as possible.


Incubation is the phase of unconscious processing of a problem after a phase of a focused, conscious engagement in it. It can take plenty of forms: taking a walk, sleeping, relaxed procrastination. In innovation projects involving teams, incubation is normally substituted by incuplay.


Incuplay is a creativity technique and the art of engaging with a problem while incubating. Instead of separating the first two stages of creativity – focused work and its unconscious processing – incuplay effectively combines both in a relaxed, methodical way. It helps you to analyze more thoroughly, remove restrictions and see things from a different angle. The respective techniques differ for individuals and groups as well as for the specific problems. Luckily, they can be learned – for example here at Berlin Alley.


An innovation is a new and valuable idea that has been put to work, preferably by being successfully adopted by the market or, more generally, by the society. Since coming up with a valuable idea requires other skills than its implementation, not all creatives are necessarily innovators and vice versa.


Inspiration is a hunch that turns out to be a valuable idea. Once believed to come from the gods, it is actually preceded by focused work and an incubational phase. At Berlin Alley, we stick to the term “hunch”, to stress that actual work is necessary for being blessed with a good idea and to point out that the impression of having a great idea does not equal actually having it.

Intuition Design

Intuition Design is Berlin Alley’s method for improving decision making. In a first step, it reveals the heuristics and biases that systematically and unconsciously influence your decisions. In a second step, intution design gives practical advice on how to methodically avoid or at least lessen the negative side effects of these mental shortcuts and make well balanced decisions.

New Work

New Work is a way of organizing working that strives for a better work life balance by enhancing the autonomy and sociality of employees and by flattening hierarchies. Berlin Alley’s own approach is highly related to the goals of New Work and realizes them through his own TNL approach, i.e. by aligning the work to the talents, needs and limitations of people.

Personal Computer

Despite being one of the most glorious technological achievements in human history, the personal computer remains a devastating source of distraction and stress – especially if is connected to the internet. At Berlin Alley, we refer to it casually as a “distressor” and are specialized at giving advice on how to handle it with utmost caution – to be highly performing and highly satisfied at work.

Smart Work

Smart work is a method that allows us to thrive on a professional level as well as in our private lifes. In particular, smart work rests on the assumptions that, first, productivity and well-being complement each other and that, second, work has to be aligned to the talents, needs and limitations of people. In the digital age, a smart worker has to be capable of a wide set of techniques for that matter – many of them help to counteract the impositions of the digitalization itself. These techniques include an efficient management of our energies, regaining focus and awareness, improve resourcefulness and creativity, renouncing multitasking and foster proactive thinking.


The TNL-Approach is a human-centered approach of adjusting work conditions to the talents, needs and limitations of people. To realize its obvious advantages, breaktroughs in science, especially the increased importance of the behavioral sciences, as well as the emergence and acceptance of new, more dynamic forms of management were necessary. Berlin Alley has assessed all the relevant information from these and other sources and developed a comprehensive method to apply them at the workplace.

VUCA World

“VUCA” is a term used to describe our world. It stands for “volatile, uncertain, complex and ambiguous” and marks a crisis in how we handle and perceive the world, especially the economy. To be fair, the world has alway been a complex, fast and difficult place to understand. But recently these difficulties have become much harder to contain with traditional strategies. Now, we need a metamindset and according strategies to handle the revolution of meaning, work and life. At Berlin Alley, we are convinced that these new methods can only be successful by aligning our work and thought to our nature – to our fundamental talents, need and limitations.