The folks behind Web Directions, Maxine Sherrin and John Allsopp, decided this year that they didn't have enough to keep them out of trouble, so they decided to launch a print magazine called Scroll. (Yeah, so what do you do when you're bored, huh?) I was delighted to be invited to contribute an article to the first issue about the fine difference between having "intelligence" about a group of people and really figuring out what makes them tick. Pick up an issue if there are any left!

P.S. In theory all articles in the print version of the magazine will appear online after something like three months. So if you can't get a copy, keep checking the site.