Alexander J Perrin
Alexander Perrin is a systems thinker whose work explores how internal structure shapes human motivation, behavior, and transformation. He maps the underlying mechanics of motivation the way an engineer studies load-bearing structures — precise, pattern-driven, relentlessly honest.
His career has operated at the intersection of technology, advertising, and behavioral strategy for over fifteen years. As a General Manager at The Trade Desk — one of the world's largest independent advertising technology platforms — he leads the client service advertiser organization, overseeing major accounts and managing teams across multiple business areas.
RADIX emerged from that proximity. Written under a pen name to let the ideas stand apart from the industry that informed them, the book is the product of years spent watching motivation fail structurally — in organizations, in individuals, in the gap between what people intend and what systems allow.
Beyond RADIX, Perrin operates Null Ventures LLC, a holding company with portfolio companies spanning healthcare cybersecurity, media consent verification, enterprise data architecture, and the RADIX framework itself. His published, peer-reviewed research includes The Economics of ePHI Exposure and The Cyber-Economic Stack. He has also designed and built the RADIX Structural Profile — a free psychometric instrument grounded in HEXACO validation, measuring motivational structure across 40 archetypes and four fundamental movements.
He lives with his family outside Chicago.
One-line: Alexander J Perrin is a technology executive, systems thinker, and author of RADIX: The Law of Redirected Motivation — a philosophical framework for understanding why motivation fails structurally, not emotionally.
Short bio: Alexander J Perrin is a General Manager at The Trade Desk and the author of RADIX: The Law of Redirected Motivation. His work explores how internal structure shapes human motivation — mapping the mechanics of effort, identity, and attention across more than fifteen years inside the advertising technology industry. RADIX is his attempt to give readers a blueprint for becoming someone their future can rely on. He lives outside Chicago.
