Irrational ‘26

My word for 2026 came to me today, thanks to Instagram.

I’ve been a fan of Rory Sutherland since I stumbled onto his book Alchemy (nothing related to The Alchemist) back in 2019; I even got to interview him for in The AGC™ as one of our monthly guest speakers.

I know I’ve heard him talk about Red Bull before, but when this clip came across Stories as I was scrolling, I knew I had my word for 2026 because I don’t want to have “normal” results…

“Irrational”

I plan to share more, but I wanted to document this the day it happened.

I don’t really do New Year’s resolutions, but I have been choosing a word for the year the last few years.

If you were going to choose a word for 2026, what would it be?

Keep pursuing,

JC