Brendan McNulty

Brendan McNulty has spent 20+ years obsessing over the question: “Why do customers behave the way they do?” This fascination with human psychology drives his approach to eCommerce conversion rate optimization and product management, helping organizations unlock growth by truly understanding their users.

From his scrappy early days founding Now Novel—where he bootstrapped growth through creative experimentation and deep customer research—to consulting for major brands like nike and Canon, Brendan combines behavioral insights with rigorous testing frameworks. His latest curiosity is exploring AI’s role in understanding customer behavior, documented through his 52 AI Experiments newsletter where he tests new technologies alongside tried-and-true optimization methods.