what actually happened, including the failures.

the part people usually leave out of the write-up.

success stories are abundant and useless. reported failure is the scarce resource.

• 01every story is dated and attributed to a collective.
• 02the hypothesis is published as it was written, not as it turned out.
• 03counterpoints stay on the page.

members of every collective, writing in their own voice.

• 01eleven members published a month of spending, with commentary.
• 02a taste experiment that ended in an admission of snobbery.
• 03a 111-day sleep test whose conclusion was 'we measured the wrong thing'.

stories × the brain: every story becomes a note the next member does not have to relearn.

1. write the hypothesis you started with.
2. write what you actually did.
3. write what surprised you.

• the brain
• trends
• research