From fashion brands to Silicon Valley giants, virtually every company is trying to make algorithms work for their business. But many algorithms are built on questionable assumptions about the way people think and live. To unpack this further, Eliot speaks to Maria Cury and Brendan Muha, partners at ReD, along with Eleonora Maria Mazzoli, a researcher in the Department of Media and Communications at the LSE. When do algorithms get us right and when do they get us wrong? How is our relationship to algorithms changing and how can these insights help businesses make better strategic decisions? And finally, what do user hacks around algorithms tell us about human aspirations?