Robbie Maycock

He had a stinker. Landon Donovan, America’s greatest soccer player, had a tournament to forget – not on the pitch, but from the commentary box. For his role as Fox Sports’ lead analyst at the 2024 UEFA European Football Championship, Donovan swapped his boots and captain’s armband for a beige suit and earpiece. But the striker who once dazzled fans with dizzying step overs, gravity-defying shots, and audacious no-look passes delivered bland, robotic commentary. He seemed to relay each statistic and market-tested phrase whispered into his ear verbatim. The result: monotone drivel. Without teammates for inspiration or the creative freedom to switch things up, Donovan sounded relieved at the final whistle. Some took to Reddit to post their grievances: Donovan is a dud of an announcer : r/Euros; Donovan has gotta go : r/CaughtOffSidePod. 

I almost switched off the game. Only my generational passion—passed down from my English, football-loving parents—to see England end its 58-year trophy drought prevented me. After each round, as England progressed through the tournament and eventually to the final, I searched in vain for an alternative. Fox Deportes pummeled my monolingual brain with rapid-fire Spanish, streaming sites risked malware, and muting the television left the game lifeless. Even “no commentary” wasn’t an option. Like a child in a highchair, I eventually surrendered to Donovan’s spoon-fed verbal mush. 

Sports commentary has a personnel problem, but not how you think. Donovan is not the problem. The lack of options is. Today, commentators are prescribed to viewers on a regional-level, regardless of viewer taste or familiarity with the sport. This one-size-fits-all approach is, at best, suboptimal, and at worst, detracting from the game. As the main economic engine of sports, television viewers deserve better - they deserve choice. Sports are built on competition. It is an economic and spiritual northstar. Let’s bring competition from the field to the commentary booth. 

Interestingly, the business of sports has never been more competitive. Teams compete on a global pitch. The BBC Sport homepage covers not only Manchester United and Gloucester rugby club but also the Kolkata Knight Riders and Golden State Warriors. According to The Economist, twenty-six new leagues have sprung up in the past decade in America alone. New entrants like the Pro Padel League and the soccer Kings League compete with incumbents for attention - finite attention. In this zero-sum game, there will be winners and losers. Despite these high-stakes market dynamics, sports commentary operates like it did in the 1920s.  

Sports commentary has hardly changed since inception, over a century ago. The two-man booth–one play-by-play, one color commentator–remains the gold standard. The voice-only format is a holdover from the radio-era. Hiring decisions continue to be largely based on playing record, not charisma. This is not to say that today’s sports-commentary formula is broken. But it is not addressing the needs of its audiences. To win the game for attention, broadcasters should adjust their commentary pairings to their audiences, just as teams adjust their tactics to their opponents.

Today, broadcasters hold the false belief that commentary is integral to the game. During the radio era, when fans could not see the game, commentators were their eyes. The commentators' words were the action. The telling of the game was the game. Like referees, they played an integral part - the game wouldn’t happen without them. During this era, it made sense that commentators were hand selected, underwent extensive training, and given the best seats in the stadium to perform their duties. But this is no longer the case today. Commentators are now supplementary. Every Premier League game has forty cameras and many more microphones to capture the action. Fans can see and hear the game for themselves. Today, the role of commentary is to enhance the viewing experience—through insight, context, and entertainment. But what exactly does enhance mean? It depends on whom you ask.

If you ask me what might enhance a game, I’d say Snoop Dogg. Days after England narrowly missed out on silverware, the Paris Olympics began. Instead of the same old formula, NBC brought in a wildcard: Snoop Dogg. Dressed in a USA tracksuit and sporting Olympic ringed sunglasses, Snoop delighted audiences. Like a child meeting his heroes, he skipped from interview to interview. His energy was infectious. Through his recommendation, I found myself watching dressage! Snoop Dogg was no expert, but he didn’t need to be. He brought personality, joy, and entertainment to the Games.

Entertainers are not the answer, but an answer. In my ideal world, sports commentary would be a marketplace where fans can choose their experience. Instead of beige carpet voices that satisfy the average viewer, a marketplace would bring colorful voices that delight the individual fan, thereby growing the audience.

I would jump at the chance to watch a Manchester United game with:

Liberated from the impossible task of crafting one experience for a diverse and global audience, commentary could be different things for different people: tactical and analytical, funny and irreverent, partial and passionate, niche and culturally-specific, silly and lighthearted, or even nonexistent (no commentary mode). Just as sports thrive on passion, drama, and unpredictability, commentary could too.

A commentary marketplace could spur a new creator economy, blending elements of Substack, YouTube, and Twitch. All stakeholders would benefit. Viewers could follow their favorite hosts, like they do their favorite teams. They may even rewatch–yes, rewatch–games with a different host, like when Tiger Woods and Jim Nantz rewatched Tiger’s 2019 Masters Tournament comeback on Masters’ Sunday during the pandemic. Broadcasters could grow viewership and generate novel revenue streams from the sub-licensing deals and creator tools. Teams and leagues could differentiate and grow without adding additional games. Creators could build, cultivate, and monetize audiences. I would certainly pay to hear from Sir Alex or Phil Jackson. Sports commentary could be a new game in which brands are built, and fortunes made.

The infrastructure already exists. Twitch and YouTube run at global scale. Every home office is now a studio. Thousands of athletes retire each year. What if instead of fading away, athletes could begin new careers as creators. The platform is ready. The moment is ripe.

There are clear challenges to this model. The match feed and creator content must synchronize. Sub-licensing and viewer controls must work. Sponsorship dollars must grow, not shrink. The shift from product to platform–one to many voices–will inherently lead to less control. I believe there is a sweet spot between the rule-less X-style model and a sanitized, preapproved model. The content-moderation approach will be informed by the model chosen, and will certainly require AI for real-time intervention at scale. Some sports like the NFL may see only downside to their prestigious, tightly controlled brand. Others will see the upside. 

The marketplace could evolve beyond voice. Creators could make video-production decisions, making use of the forty-plus on-field cameras instead of the current cut-version. Imagine watching the game from different angles or following a specific player. Creators could augment the video feed by introducing elements like player speeds and formation changes. These analyses often happen at halftime - why not live? 

Commentary could enhance programming beyond sport. Today, Irish comedian Graham Norton acts as a commentator of sorts for the Eurovision Song Contest. He peppers each music act with sarcastic, tongue-in-cheek one-liners. He is sensational. I stream the UK feed specifically for Norton’s playful wit. Imagine your favorite show “Behind the Scenes” episode recorded live, narrated scene-by-scene by the director or critic or your choosing. Could “Live Opinion” be a new entertainment or social media category? Perhaps. 

Today, sports commentary is reserved for a handful of former players. Tomorrow, I hope it opens for more. I believe professional sports teams have a duty to create economic opportunities for not only recruits who often hang up their boots at the “old age” of 32, but also prospective players who don’t quite make it. Injuries, illness or bad luck can curtail the most hardworking and talented athletes. All professionals forgo part of their education, even if they earn a letterhead in Latin. 

With an open field for commentary, the one-size-fits-all commentary approach will give way to niche, authentic coverage. I believe, if rights holders allow it, creators will surprise us with commentary that we didn’t know we needed. In this new game, I have no doubt that Donovan - the ultimate competitor - would find a way to win.

Picture this: Sprawled across his white leather living room couch, Landon Donovan greets his longtime friends and former teammates David Beckham, Robbie Keane, Tim Howard, and DaMarcus Beasley with a half-raised hand. His eyes stay locked on the television, as Beckham and Keane swing Donovan upright to make room to sit. Cameras broadcast not only the sound of their laughter but their jersey-matching white teeth. Today, this all-star team of soccer analysts are covering the team they know and love: the LA Galaxy. As a leading creator with a paying audience, Donovan no longer covers all teams - only one. Gone are the beige suit and beige approach. He oscillates between jovial banter and deep knowledge: “Remember how the pitch used to bobble at this part of the season?” he asks. “You have to adjust your speed or risk slipping.” No longer following a script, Donovan speaks with the same confidence and fluidity that made him famous with the ball at his feet. “Give it! Yes. Goooal!” All five “fan-analysts” erupt off the couch. Keane gets on one-knee to shine Donovan’s boot, mimicking the celebration together like they once did on the pitch. Their laughter is shared by every fan at home. No longer just America’s greatest player, to his fifty thousand followers, Landon Donovan is also America’s greatest commentator.

Thank you Maura, Jack and Ben Riley for helping me become a better writer.

I recently met George, the founder of Decimal. He is building an app to help fitness trainers bill by the minute, like lawyers do. Athletes can find trainers and book micro-sessions. Trainers can fill gaps in their schedule.

Solving a problem? Yes. Huge market? Um. World changing? Probably not.

The most important decision we make is where we allocate our time and attention. In today’s world that bursts with intelligence breakthroughs and gravity-defying robots, my mind kept coming back to Decimal. But why?

The product is simple.

Decimal makes micro-sessions feasible. Friction is reduced at every step. Trainers can be found via the marketplace and booked. Prior to the session, goals are shared and an appropriate session length is recommended. A phone tap between user and athlete begins the session and a timer begins. After, an automatic session summary is shared and payment is taken.

It targets an overlooked market.

Recent fitness industry entrants have focused on digital, at-home experiences like Peloton and Tonal or class-based brands like Soulcycle or Barry’s. Today’s ~1m trainers in the US are stuck between the two, yet provide a service neither can replicate: bespoke, in-person advice. 

To be successful, trainers must master two skills to be successful: the craft of being a trainer and the guile of being a businessperson. Decimal helps trainers see more athletes and generate more revenue.

Decimal is countercyclical to the AI boom and insulated against it.

Decimal is a contrarian bet in the age of AI. It facilitates face-to-face human connection. Anyone who has worked with a great trainer knows that a subtle, timely cue can make a squat crisp, a plank painful, and a handstand perfect. They progress the body and mind.

Assuming they can achieve scale, Decimal’s marketplace network effects should insulate it from copy cats, now that anyone can build software. As micro-sessions work best at high volume, athletes and trainers should gravitate to one platform.

Decimal solves a problem I didn’t realize I had.

Throughout my squash career, I have worked with elite trainers, instructors and coaches and have seen how they can dramatically improve performance, strengthen mindset and reduce risk of injury. My conversation with George got me thinking: why don’t I using a trainer today?

Cost isn’t the problem. I have a child and a family to support but I could afford it. Access isn’t the problem. There are multiple high quality trainers at my gym - I even know their names. Prioritization isn’t the problem. Fitness, and health is not just a priority, it is perhaps the priority for me. A hard workout makes all other areas of my life better.

I don’t use trainers because they are poor value for money. The standard one-hour trainer session combines multiple elements: planning (what to do), technique (how to do it), motivation (lets go!), compliance (see you at 6am), and companionship (did you see the game?). I don’t want all of them, let alone pay for them.

This is because I get world class fitness information from podcasts, instagram and apps - for free. I seek out Peter Attia for protocols, Roye Goldschimdt for motivation, and Squat University’s Aaron Horschig for injury prevention.

And this is all before considering waste of a one-hour training session. The current model is rife with it. Imagine paying your lawyer while you warmed up, refill your water bottle or chitchat about the weather? You would never.

I want technical instruction to perfect my form. For any given exercise, it should take ten minutes. Teaching physical movements is most effective through concise, repetitive guidance, avoiding information overload. Decimal is unbundling the trainer, facilitating these optimal training sessions.

More broadly, I could see others wanting to optimize different parts of their training. For instance, they may want weekly accountability check-ins, monthly mindset resets or quarterly program tweaks. Unbundling would attract new clients.

But there is more. I don’t use trainers because it is awkward or - more precisely - because it could be awkward. Working with a trainer is like dating a colleague. You avoid it not because it breaks the rules but because it would be insufferable to work with an ex. “Breaking up” with a trainer means rejecting their personality and their craft. It is a double whammy. The gym is my sanctuary and it can’t be sullied.

To continue the metaphor, a micro-sessions are the equivalent of a coffee chat with your trainer. It is a different relationship frequency that is less committal and more flexible.

I would use micro-sessions to sample the expertise of not one but multiple trainers. In my experience, the acquisition of physical skills is accelerated by multiple perspectives. In this imperfect space where trainer experience and style vary, the best way forward is empirical: gather viewpoints and decide what is best for you.

Most importantly, my mind keeps coming back to Decimal because it creates a world that I want to live in.

The Decimal micro-session concept can be applied beyond trainers to any sport, skill or physical activity.

I’d love to get 10 mins feedback on my front crawl, my tennis serve or golf swing. The same scheduling and business challenges exist for swimming coaches, tennis coaches and golf pros.

Things get even more interesting when we relax our idea of an “expert.” Have you ever been in the park and seen someone dribble a soccer ball with grace, pitch a baseball with oomph or do a one-arm handstand? They are not professionals nor they don’t have fancy letters or degrees, yet they have possess something that you want. Decimal could facilitate peer to peer interactions. It could create a “doer economy” where people are paid for doing what they love, whether it be on the pickleball court, in the park or in the gym.

As AI engulfs the digital space, we will soon be unable to know what is fact and what is fiction. I believe we will yearn - even more so than today - for real human connection. In the real world, there is no editing and no faking. Decimal could reenergize our public places and facilitate community.

I now get it.

My mind keeps coming back to Decimal because it could be world changing.

I want to live in a world that is open, friendly and where a new skill is one phone tap away.

Check out George and team @ decimalapp.com

P.S.

I am not affiliated with Decimal. Just a friend and fan.

Q&A:

Could Decimal cannibalize trainers’ existing business, exchanging shorter, more volatile and challenging work?

No. Some clients want the set menu, others want the buffet. Decimal will expand client reach and help acquire more full-time clients. I believe that trainers will like the challenge of micro-sessions: new people and new questions, but under time pressure. They will be able to serve younger, potentially more elite, athletes who are money and time poor.

Whats in it for the gym owner?

Reduced injuries and cancellations from improved technique of athletes. Gyms can attract more trainers will more opportunities for client acquisition and revenue. Differentiation of gym shifts from capital investments to talent pool. There is a compliance angle where gym owners can evaluate trainer performance and ‘hustle.’ Obviously, this could be overdone so rules and expectations should be managed. The Decimal rating system should prevent poor behavior.

America’s greatest invention isn’t the airplane, the lightbulb or the internet. It is Right on Red. In this beautiful country, you can drive your car through a red light. You can legally break the law. And boy, does it feel sweet.

As any driver knows, there is no pain like seeing an open road blocked by a red light. You sit. You wait. Seconds become hours. Your common sense screams at the injustice: “there is no reason for me to stop, the road is clear!” Your car, once a vessel of movement, transforms into a prison. The air smells, the body aches and your mind wanders—to the light itself. You notice the bulb lids that prevent an impossible sunburn, the hue of red that feels unnecessarily inflammatory, and the fragile clip that allows the light to violently shake as it fights the expressway breeze. Your mind snaps back to the vacant road. “Darn you!” you cry at the faceless bureaucrat who also programmed these lights to flagrantly disregard the traffic conditions. You curse this unseen perpetrator who hijacked your attention and stole your time.

In the 1970s, America righted this wrong by adopting Right on Red nationwide. No longer a captive to arbitrary countdowns, drivers today can decide for themselves when it is safe to turn right. The law gave people back their agency, their time, their freedom. And, yet, it does more. Disregarding a red light delivers a special euphoria that reminds me of when I bought my first beer. Having turned eighteen mere hours before, I skipped to the entrance of my local pub. With a shove of my shoulder, I pushed through the door and stumbled into the darkness. My eyes slowly adjusted to reveal a sea of ugly faces staring at me, while cradling pints of golden elixir. My stomach churned. I plotted the shortest path to the bar before exchanging a clammy $10 bill for a pint of my own. After a gulp and clink - the bar seemingly rising up to try to break my glass - the locals averted their gaze in unison like a flock of birds. “Ahh!” I sighed, savoring the taste and releasing a breath I hadn’t realized I was holding. My first drink wasn’t illegal, but it sure felt like it was. When I turn right on red and open the throttle in celebration, I get that same rush of dopamine. I feel rebellious, naughty.

I call Right on Red America’s greatest invention not for its first-order effects but for its second-order ones. That mischievous feeling is a gateway drug for entrepreneurship. It is the invention of invention. Right of Red highlights that even the world’s most ubiquitous rule - that one must stop at a red light - can be broken. America could have installed blinking red lights, but they didn’t. Instead today, every traffic stop is a reminder: the world is bendable. Rules can be rewritten. It reminds us that America is exceptional, that you are exceptional. Armed with agency, freedom and a taste for the thrill, is it any wonder that America produces millions of entrepreneurs and is the epicenter of global innovation?

The next time you roll up to a red light, hear Uncle Sam whisper in your ear: Rules are meant to be broken. Go on - make the turn. Don’t stop here.

An AI agent startup eyeing the $2T P&C insurance market can target four (enterprise) attack vectors:

Firstly, you could tackle core insurance operations of an agent, broker or insurer. Focus on levers such as operational efficiency, customer experience and risk selection. With an industry expense ratio near 40% and NPS in the 30s, there are ample opportunities.

Secondly, you could crack the embedded insurance opportunity, whereby integrating insurance products into digital purchases. Insurance or guarantees can create trust, by exchanging volatility for certainty. Thus, embedded insurance can help vendors sell more products or services by reinforcing trust.

Thirdly, you could advance incumbent predict and prevent strategies, where procured data and advice helps differentiate an otherwise commodity insurance product. You could be the product, like a computer vision AI safety agent. Or, you could facilitate a marketplace of products and services, performing all tasks required from vetting to matching. Ultimately, complex multi-dimensional risk management and safety choices will be best performed by - or at least, simplified by - AI.

Finally, you could help clients decide how to spend their claim money. This untapped vector leverages a unique moment: when clients are both ready to buy and have funds to do so. How might a client redesign or rebuild their operations after a fire? In many cases, a like-for-like replacement or rebuild is not ideal for the business, insurer or society.

Football has a gossip problem. You may be surprised to hear that the BBC Sport gossip column is the BBC’s most trafficked webpage. Millions arrive every day to read (British) football transfer rumors. The world’s most trusted site profiting from the least trusted content - the irony is not lost on me.

The problem with football gossip isn’t its pervasiveness but that it is misunderstood. Growing up we are all taught that gossip is rude and hurtful – to gossip is shameful; to be a Gossip is worse. Yet, in the world’s most popular sport, gossip is not only important but vital to its functioning.

Football laws require players to get written permission from their club before discussing any potential transfer. Imagine asking your boss for permission before applying for a job, or even a coffee chat. You simply wouldn’t. With not only a starting place but also fandom on the line, footballers cannot afford to job search legally.

Agents help solve this problem by wheeling and dealing behind the scenes. How else do agents justify their exorbitant fees if not to circumvent rules? The late super-agent Mino Raiola, with his round Mediterranean features, oversized shades and phone glued to ear, resembled a Mafia boss in more ways than one.

As the battle for football talent has become global and complex, agents use the media to broadcast information broadly and quickly. One transfer tip to the right journalist can reach every recruitment department from Buenos Aires to Brisbane by morning. While some transfers are meticulously planned and surgically executed, others require the ‘spray and pray’ approach. If your previous job searches look anything like mine, you can relate.

Agents aren’t the only ones who use this powerful tool. Clubs, players, and even their families use it to their advantage. Selling clubs want bidding wars to drive the price up for departing players, managers want their owners to stop dillydallying and pay the sticker price for their transfer targets, and parents want their children’s dreams fulfilled – which so frustratingly seems to always be Real Madrid or Barcelona. The anonymous megaphone of the media helps many achieve their goals.

Herein lies the misunderstanding of football gossip. Whereas traditional gossip is a form of disinformation, football gossip is often the opposite: it is truth masked as fiction. In response to draconian regulations, anonymous football rumors fuel this billion-dollar business. And the numbers back it up.

A 2016 BBC study found that 1 in 3 of their published football rumors happened. As a steadfast reader, I’d guess today the ratio is closer to 1 in 5, which would be equivalent to Messi’s career shots to goal ratio. The BBC gossip column effectively scores as often as the greatest footballer of all time. Not bad. And this is before including genuine rumors that don’t materialize.

I concede that an anonymous online forum can misinform and be harmful. While aggregators like the BBC gossip column and insider journalists like Fabrizio Romano curate their leads to reduce manufactured clickbait, it would be naïve to believe lies didn’t make their way through. However, I see misinformation as simply another tactic used by clubs and agents to get what they want. Deception is almost encouraged within this chaotic and imperfect system. Larger clubs have been known to ‘show interest’ in young promising players with the hope of torpedoing a team’s form.

The fun of reading the BBC Gossip Column is to try to understand these dynamics. Is a prospective United player trying to get a salary bump because there’s a rumor from his “camp” that he prefers Chelsea? Is United using fan reaction as a litmus test before investing in a talented and cheap yet unpopular target? Did Luis Diaz’s dad and agent have a slip of tongue when speaking of his son’s dreams to play for Barcelona? Did a club smell a deal happening for one of its players and wants to maximize its return? What on earth is Pogba’s agent doing?

As you can see, not only is football gossip vital for the transfer market but also for fan engagement. Dissecting these threads brings a joyous dimension to my otherwise painful experience as a Manchester United fan. With the football schedule reaching saturation, forward thinking clubs could lean into this gossip angle and more directly connect with fans around recruitment. Heck, maybe it is already a key strategy – I guess we’ll never know. In any case, keep the ‘leaks’ coming, please.

Thank you to Jack Coster and Maura Maycock for reviewing and helping me become a better writer.

Music cuts. Light stabs your eyes, as your head instinctively recoils. Your senses return to the cacophony of chairs screaming across the wood floor. Wise patrons dart swiftly for the exit while drunkards remain stuck to their seats, frozen mid-sentence like deer in the headlights. Its closing time at the bar.

Life is no longer what it was a moment ago. Dragged from the warm blanket of darkness and familiar beats that smoothed over awkward exchanges, you’re forced to see your environment for what it is. You notice the polkadot stained couch with crated cushions, the clashing colors of posters and flags hung haphazardly on the wall, and the ghastly collection of characters that remain. It stinks in every sense.

Yet, you aren’t totally surprised. You secretly knew about this far earlier than you let on. Substituting doubles for singles, and suspending logic to follow your neighbor's incoherent ramblings were subconscious attempts to forget where you were - an antidote of sorts.

The booze slows the reckoning, but it is a reckoning none the less. You accept it and are thankful. If only you did it earlier. 

You must go, and do.

Originally written Sept 2023 for my friend Alex who was about to become a father. Hoping other soon-to-be fathers find value here.

You’ll soon be joining the Dad Club, so I wanted to jot down a few thoughts from the past 4.5 months that may be helpful -

During our NCT birth class, I was flabbergasted by the fact that women are not designed to give birth on their backs. Women’s coccyx (tail) bones flex backwards, creating 30% more space for the baby’s passage. Lying down prevents this from happening. While many women will give birth on their backs for many important and valid reasons (Maura did, as you know), women can and do birth squatting, on all fours, even standing! Learning this disoriented me. What else did I not know?

Get on their wave length

During the same class, we did an icebreaker that helped me empathize with Maura. Try this: find a large pillow and stick it underneath your t-shirt. Drop a pen on the floor and then try to pick it up without crushing your ‘baby’. Seriously, try it. It’s very, very difficult. During the class we kept the pillow under our shirts all morning. Even if I wanted to, I couldn’t not think about this protruding belly - it was in my eye line. Putting hormones and mother instincts aside, your partner is forced to think about this baby 24/7 for 9 months - before they have even arrived. When Maura was frustrated that I wasn’t engaging about baby planning, I could see why. Having a baby never felt ‘real’ to me until someone handed me George. Try your best to take initiative with baby planning and ask your partner what she would like from you.

Elevate your role

Once you understand the basics (birth stages, when go to hospital, etc), I suggest you look into ‘hypnobirthing’ as an approach to optimize the birthing experience for both of you. We did an awesome online class with Maryam but there are books and apps (recommended by friend).

From the movies we watch, stories we hear, and language we use, many of us have been conditioned to view birth as a grueling feat that evokes fear, stress and anxiety. This baggage of negativity, if brought into birth, makes vaginal birth slower, more difficult and more painful. In the early stages of birth, fear-induced adrenaline inhibits oxytocin, the love hormone which starts and facilitates birth. In later stage birth, adrenaline overstimulates contractions so that birth happens more quickly (and painfully). Read about hormones here.

Hypnobirthing teaches women to trust their body and baby to achieve a calm and confident birth, through relaxation and mindfulness techniques. It also elevates the role of the partner - you - in the birth process. Instead of feeling like a bystander, I felt involved and empowered: get Maura relaxed and keep her there during birth.

Even if your partner is not having a vaginal birth, perfecting the art of calmness, confidence and relaxation together can help with the inevitable discomfort towards the end of pregnancy.

Specifically, we:

• Practiced hypnobirthing affirmations daily for three months prior to birth and during birth itself. I would read them to her, and practice a soft touch to soothe her. Here is an affirmation script example. This hypno-birthing app was recommended to me from a friend: Freya (though we did not use).
• Used positive and softer language whenever talking about birth. For example, we used ‘surge’ (of energy) instead of ‘contraction’ and ‘birthing window’ instead of ‘due date’. Language is a powerful tool.
• Optimized the environment at home and the hospital - using all five senses - to maximize relaxation and calm. I elaborate more on this later.

Predicting Birth

I’ve got a thing about due dates. They are an estimate on an estimate: last day of period + 42 weeks (an average of some sort, which changes depending on your country). Yet, due dates are used for key decisions. With only 5% of births happening on their due date, it seems silly to introduce labels of being ‘early’ or ‘late’ based on it - there is no train to miss; your partner is the train. In Maura’s case, being 2 weeks ‘overdue’ lead to unnecessary anxiety and worry, just as hormones and discomfort were at their peak. I'd heard others caught unprepared with an early delivery. Instead, think about a 'birth window' instead. 

Whoop, the fitness device, recently found a novel biomarker that apparently can predict birth six weeks ahead. If reliable, this is epic news for those aiming for a natural birth, and I imagine can inform planned c-sections too. We heard about this after the fact, but Maura will definitely try this for our second child! Check out the research. For more on due date guestimates.

The Name Game

Maura: “Robbie, what do you think of the name Patricia?” Me: “Honestly, hate it.” Awkward silence at family breakfast, as all eyes turn to my father-in-law. Maura: “That was Buzz’s mother’s name.” True story.

Lesson: never be honest about baby names, and don’t ask for anyone else’s honest opinion.

Why don’t guys get a baby shower?

Heard of a ‘Diaper Party?' Its just dudes hanging with food and beer. Cost of admission is a bag of diapers. You’re going to need a lot of them - your baby will singlehandedly fill a landfill with used diapers.

Getting a different perspective

If a natural birth-first approach is your thing, we’ve been recommended this midwife for 121 advice before birth. "[She] provide[s] services to women and families seeking more than the conveyor-belt style of care and education that the NHS is providing people with currently.” 

What to take to hospital

I remember scoffing at the idea that people would take multiple bags to the hospital. This isn’t a holiday stay at a hotel; how absurd. Sorry to break it to you - you’re going to be that guy dragging in multiple bags, suitcases and baby gear. Like an explorer heading into the abyss, you’ve got to be prepared. For context, we spent 4 days in the hospital. And I assure you that you never want to leave your partner’s side to restock.

There are lots of lists out there on what to take, which I won’t duplicate here. It’s important that you pack the bags (I did three, one for each of us), so that you know where things are. Also, prepare to sleep at the hospital.

A few key things to remember (for a planned natural birth):

• Towel - leaks can happen in car or taxi on way to hospital
• Good ear plugs - things can get super loud; sleep when you can (both of you)
• Eye patch - sleep when you can (both of you)
• Flip flops - closest thing to barefoot
• Warmer clothes - hospital can get very cold
• Electronic candles, lavender scents, favourite pillow / blankets - accessories to make room calm, familiar and comfortable.

Create the best environment

Most female mammals seek out dark, quiet, safe and unobserved places to give birth. Unfortunately, most hospitals provide an antithetical environment. The bright lights, loud sounds, stressed doctors, sterile smells and freezing temperatures elevate stress, which in turn inhibits oxytocin. This is why many elect to use - if they can - a birthing centre or home birth. These are a few things you can do to create good vibes in the hospital:

• Turn off lights and close blinds; replace with battery-powered candles
• Bring your own pillows and blankets; enhance with lavender scents
• Ask to turn off / down any devices with beeping
• You can act as the translator between the hospital staff and your partner, speaking outside of the room. You can then decide how to best deliver the message, and not disrupt her while in the zone. While this will not work for everyone (nor us, to be honest), it reminded me that there are many things within your control.

Decision making at hospital

I think it’s important to remember that your partner’s body is hers, and that she will make all final birthing decisions. You are not spectators, delegating decision-making to your doctor. I found coming to terms with this both liberating and nerve-wracking, especially when acknowledging that Maura would be far from clear headed. You’ll have a Birth Plan but things rarely go to plan. In our case, we planned for a natural birth and eventually had an ‘emergency c-section’ (which is another loaded term - it was more of a ‘last minute c-section’). Therefore, you’ll need to do the work and know what about all eventualities - induction methods, forecepts, epidurals, vacuum, pitocin, etc.

We also found that the goals between you and your doctor are not fully aligned. Everything else being equal, the hospital has the added goal of managing throughput - freeing beds for other patients. In our case, we pushed back against our doctor’s recommendation to start a pitocin drip (synthetic oxytocin). Maura decided that she wanted more time to follow her Birth Plan before introducing interventions.

Acronyms have never been my thing, but I found this one helpful for working through the unexpected and making the best decisions. BRAIN: Benefits?, Risks?, Alternatives?, (Trust) Instinct, (Do) Nothing.

Some additional questions that can be helpful:

• What about in our case?
• Is this hospital protocol or is there evidence behind this decision?
• We need more time… Can we reevaluate in an hour?
• Can you give it to us in writing?

In awe

After your baby is delivered - Inshallah - in good health, you will look at your partner (and all women) with a new sense of awe. It’s honestly nuts that only women have to go through birth. When George was born, Maura and I hadn’t yet decided on a name and after birth I remember exclaiming: “name our child whatever you want!”

Last birthing tip: think of a range of superlatives to cheer on your partner. “You’re doing great!” gets old quick, and you won’t be able to think of any on the spot. Come up with at least 10 phrases to say to her for both encouragement and calming.

The first night

Get yourself a couple thermometers for your living and bedroom. If you’re anything like me, you’ll be freaking out about how many clothes and blankets to wrap your little one in that first night. The rule is wrap them in one more clothing layer than you’re wearing. Seems simple, but you quickly realize that there is an element of judgement required, which you also realize that you have no business trusting after <1 day in charge. Further, doubt creeps in when you feel that your baby has freezing hands and feet (this is totally normal btw). Thermometers don’t solve the problem but they at least give you hard facts when your mind is foggy. There are many charts/infographics online that help with this.

The Golden Quadrant

So you inevitably are holding a crying baby, and you can’t pass them off because… it’s yours. What do you do? Cycle through the four possibilities: are they tired? hungry? diaper change? new hold? The football hold is a pro move.

You’ll quickly realize that one always works: feeding baby. (Not always, but you know what I mean). It’s like a cheat code, but - assuming you’re breast feeding - its not fair to your partner to always pass the baby back to her at the first sign of fussiness. Resist the temptation to use “the cheat code” too early, which my mother-in-law sternly reminded me of.

First observations

One of my favorite writers, Tim Urban, describes his experience of the ‘four trimester’ in his uniquely lucid and witty style. Definitely worth a read his blog. I have some similar observations:

• You don’t feel like a dad initially. I don’t know why I thought I would suddenly feel different when handed a newborn called ‘yours’. Don’t worry, it grows on you. In my case it took two months.
• The 10k-hours principle applies to being a parent. On day one, you and your wife are equally clueless (Remember this! She has no idea what she is doing either, and won’t always have the answers). Only with practice will you get better as a parent, whether it be changing diapers, soothing baby, putting baby down to sleep, etc. As a Dad, we’re at a sadly biologic disadvantage as breast-feeding women simply get more time with the baby. There were and are times when I know Maura does things better and quicker than me, but if I don’t put in my ‘hours’ I won’t catch up. I recommend getting stuck in early and often. It will pay dividends later.
• Holding a crying baby is one of the hardest things I’ve endured. I can empathise with those who have wanted to shake or throw their baby - I had that feeling once. Those moments calls for extreme control. I know you can do it. Remember, you can always put down your baby (in the crib) and return to the room once you’ve had a breather. Sometimes, babies just cry and your job is just to hold them through it.
• I’m actively pursuing the ‘art of not giving a f*ck’ when out eating, drinking or traveling. Initially, when George cried in public, I would rush to silent him or remove him from the situation. I then came to this realization that my reaction wasn’t about helping George but about reducing my own feelings of embarrassment and unease. I’ve reoriented my priorities around George and his needs. Now when he cries, I attend to him first.
• Clothes with magnets are your friend.
• Your brain won’t be the same. The Economist recently wrote about how your brain changes after becoming a parent. Personally, my memory is shot. Lean on your friends with babies closest in age to your baby - they will have the clearest memories of that specific time. I am also try my best to capture meaningful moments in my journal or our Memory a Day book. Looking back, the last 4.5 months have moved at both supersonic and glacial speed. It’s weird.
• You will love your son more and more every day. How does something thats full, continue to get fuller? It’s illogical but true.
• I’ve been wondering about the best way to manage the parent-grandparent dynamic around parenting decisions. On one hand, we have hugely experienced parents who come from a different generation - Bill never changed a diaper! On the other hand, we are naive and excited parents who can find six modern solutions for every baby problem in an instant. How to get best from this dynamic? I found that asking my parents / in-laws to coach me helped create a more positive environment for that information exchange and discussion to happen.
• You can bring your baby everywhere. It seems hard, daunting and some days will not seem worth it, but ultimately - for both of your mental health and for their adaptability in the world - it is worth it. The feeling of accomplishment is huge.

Where should you focus your time?

I think there are a few things you should try to prioritise with your newborn / baby:

• Skin-to-skin - The importance of skin-to-skin contact right after birth is promoted like new science, as it helps you bond with your child. Personally, I think you should continue doing skin-to-skin as much as as possible, for as long as possible. Their skin is so soft. It elevates holding them from a transition to a goal. And, most importantly, it makes it easier for you to settle them - helps with your 10k hours. Tip: Get yourself a sick cardigan, or even a kimono, or even even some overalls, so that you can get some skin-to-skin in with your in-laws around.
• Read interesting things - With a newborn, don’t drive yourself crazy by reading children’s books. I think it’s an interesting time to discover poetry, given the short format (you memory will bf*cked) and intention to be read lyrically and out loud. While some will argue that reading doesn’t matter in the first weeks, I disagree. Indeed, it is more about your baby hearing your voice. Also, I think it’s helpful to start a reading routine while everything is fresh and its difficult to time their development stage. An article outlining the latest research about the ‘30 million word gap’.
• Keeping healthy, both of you - There are some frightening statistics about postpartum depression and/or anxiety: up to 1/4 women will get it, and it can arise at any point during the baby’s first year. While it’s your duty to keep an eye on your partner, it’s also important to keep healthy yourself. Little is said about fathers’ mental and physical health during this time, but we know it takes a toll. Quick tip: as you’ll be time constrained, double up on activities like working out with friends.
• Find your fun / weird - Lean into your unique take on Dad-dom. I personally loved heaving on a Snotsucker to get out marble sized boogers from George’s nose, and watching him swing a baby tennis racket. On a more serious note, I wrote him a letter for his 16th birthday and want to help him better know his grandparents, perhaps with something like Storyworth.

Planning for stress

A couple things to think ahead about:

• Breastfeeding - This was one of the big unknowns for Maura and sources of stress. If you aren’t doing it right, it’s kind of a big deal - the kid won’t eat. Basic questions like ‘is the baby getting milk?’ and ‘is it enough?’ were rational concerns yet impossible to answer. While she did figure it out, with help from the hospital and a visiting home nurse (thank you NHS), we did have a Plan B. I suggest you have a breast feeding guru’s phone number ready and remember that baby formula is a viable alternative.
• Babies can be fussy around mother - Heard this from our midwife that some babies won’t relax when they are near their mother and not nursing. This can make your partner feel like a vending machine and unloved. No easy answer here but something to keep in mind.
• Colic - Some babies have what’s called ‘colic’ which basically means they cry incessantly with no clear cause. The definition is crying for at least three or more hours a day, three or more days a week, for three or more weeks. Fortunately, we didn’t have to navigate this but in retrospect, I should have known about and thought about this scenario - consider taking paternity or unpaid leave, or recruiting help. Came across this site, but I’m sure there are others out there.
• Weird thoughts - I remember having intrusive thoughts wash over me during those first few weeks. However you can, look to ride it out with meditation, exercise, speaking with friends, getting outside, etc. Remember, I’m one call away.

Growth mindset

We were sent this Huberman podcast from Maura’s brother, and loved it. While it doesn’t specifically discuss parenting advice, it talks about creating the conditions for a growth mindset, namely: focusing and rewarding effort not outcomes or labels. Worth a listen.

Pacifiers

A good idea or not? We just ended up doing it. At the time, it took me by surprise - we hadn’t spoke about it; I hadn’t thought about it - and I didn’t like that. I haven’t looked at any of the research so can’t report back. For us with George, the pacifier has been an essential tool for us to divert his attention and settle him.

Dogs

While Aggy, our corgi, was just exceptional from the moment we returned from the hospital, we had a plan ready: introduce baby furniture early before birth, have mum be first to greet dog at door after hospital, slowly introduce baby and never leave them alone together.

Some Gear to Consider (definitely not all)

• Themometer - not just for your home in the early days, but also helps when you travel
• Magnet clothes - magnets are your friend!
• Snotsucker
• Noise machine
• Black out curtains - you apparently want room so dark you can’t see far wall
• Baby tracking app - we use Huckleberry to aid our shot memory; it predicts next best nap time
• Rockit - if you don’t want to splash on a Snoo, you can attach this to the basinet and get a decent rock. you’ll want something to rock ‘em.
• Good backpack (diaper bag)
• Baby carrier - Artipoppe is the Rolls Royce of carriers
• Baby bouncer - as you know, George’s favorite
• High contrast images / art, especially with faces - babies see in black and white early on and respond to it
• Free Hand Baby bottle - when giving a bottle, frees a hand

Additional Books

• Cribsheet (and next two in collection)
• Your Baby Week by Week (get the updated 2018 version)
• Parent like a Pediatrician
• Bringing up Bebe

Thank you to my strong wife and mother of my child, Maura Maycock, for reviewing drafts.

To reduce emissions in line with a 1.5°C pathway, we need a 100% adoption rate of low- and zero-carbon solutions when our machines are retired or replaced [2]. Each decision matters. A new petrol vehicle or gas furnace purchased today will commit carbon emissions through its 10-20 year life cycle - until year 2040. Today, the adoption rate for proven downstream solutions, from electric vehicles to heat pumps, are in the low double digits. Our challenge is not a technological one, but a distribution, financial, political and behavioral one.

Tables: Adoption Rate Scenarios & Climate Pathways

The insurance industry is mobilizing to solve this decarbonization challenge, as a 4°C climate scenario creates an “uninsurable” world [3]. Commercial line insurers are underwriting renewables projects and energy storage technologies, brokers are analyzing loan portfolios with climate scenarios, and select personal line insurers are even paying customers to upgrade to electric vehicles [4]. Yet, the industry wants to do more - as demonstrated by the promising but gutted Net Zero Insurance Alliance.

The insurance sector can further accelerate the shift towards low- and zero-carbon solutions. With its comprehensive understanding of when assets are to be replaced, phased out or upgraded, and the compulsory nature of insurance, the industry has a direct influence on both individuals and businesses at decision making moments. Specifically, insurers, MGAs, brokers, agents and TPAs have access to:

1. Data on the age of assets that can inform and guide asset planning.
2. First-notice-of-loss and claims data, which can be used to influence replacement decisions after damage or loss.

To put another way, the insurance industry understands when a customer has buying intent and liquidity. This information is highly sought-after by marketers with a product to sell, yet isn't capitalized on by insurers as a net zero strategy today.

Each year, the global Property & Casualty insurance industry funds $400-470B in repairs and replacement of physical assets - everything from replacing vehicles and equipment to rebuilding homes and offices (5). The total dollars the industry can influence further increases when you incorporate deductibles, additional spend injected by the insured when upgrading an asset, and the potential to influence economy-wide asset planning. Of the $9T investment required annually to meet our net zero goals, insurance can play an outsized role [6].

To make it tangible, my friend Will was hit at an intersection while driving his silver Toyota Camry last summer. He fortunately did not suffer an injury but his car was deemed a total loss. His insurer delivered on their promise: they paid him his vehicle's value ($18k) promptly and conducted the process with compassion. Yet, there was a missed opportunity: Will had buying intent - he wanted to purchase a car, and liquidity - $18k in his pocket. Could his insurer have nudged Will towards purchasing an electric vehicle? Will ultimately purchased another Camry because it was easy.

Sludge is friction that makes it hard for you to get what you want. A derivative of Richard Thaler's nudge theory, sludge is the snail-paced queue at the Post Office or the sign up process for free school lunches.

Today, purchasing low- and zero-carbon solutions have high sludge. When electrifying your vehicle or home, you must learn stuff (difference between kW, kWh, AC and DC), research stuff (permitting, subsidies, quotations, financing) and install stuff (load center, chargers, apps). Each of these frictions provide an opportunity to drop out of the process - for example, 40% of Americans are unaware of the subsidies available for electric vehicles. While I'm not behavioral science expert, I imagine the effects of sludge can only be magnified during periods of high stress or time sensitivity, such as during the insurance claims process brought on by an accident, breakdown or catastrophe.

In Will's case, he choose what was familiar and easy. Would he have chosen differently if choosing an electric vehicle was just as easy?

Nudging low- and zero-carbon solutions during key decisions points - such as, during lifecycle planning and after a claim - is a missing net zero strategy for insurers. Yes, the risk profiles of assets and buildings change when we modernize and electrify everything. Yes, underwriting, pricing and claims processes may need to change. However, I see these changes as table stakes, given we operate in a changing world. Adaptation isn't a choice but a necessity.

This week at COP28, we will see the first progress report - the Global Stocktake (GST) - and I have a feeling that we aren't doing what we must.

Passionate about net zero and solving the world's greatest challenges? Please reach out, comment or like.

I'm looking to network, join groups and meet companies in this space.

Onwards!

Thank you Maura Maycock, David Rogerson and Buzz Doherty for reviewing drafts of this.

This was originally written in November 2023.

Notes & Sources:

[1] From Homes to Cars, It’s Now Time to Electrify Everything (Yale Environmental 360, Oct 2021)

[2] Indeed, there are few truly zero carbon solutions available today. Steel and plastic processes have seen minimal net zero progress and grid renewables mix depends on the country (US-China agree to triple capacity by 2030). Interpret 'net zero solutions' as the 'next best alternative to net zero solutions available' - they are improving by the day. Grid renewables mix depending on country; US-China agree to triple capacity by 2030  (NYT, 2023; NYT 2023)

[3] AXA accelerates its commitment to fight climate change (Dec 2017)

[4] Aviva Canada offers total loss subsidy, premium discount and adjacent services to incentivize switch (Nov 2023)

[5] Source: S&P. Notes: Global insurance industry paid $1T in losses in 2022. Selected relevant LOBs from US reporting across personal and commercial lines, which accounted for 41-47% of market (assume same globally).

[6] The net-zero transition: What it would cost, what it could bring (McKinsey, 2023)