The Profile: The companies embroiled in a spying saga & the blind gamer changing the industry

This edition of The Profile features Thomas Crooks, Ross Minor, Gail Federici, and others.

Good morning, friends!

As a profile writer, and my job is essentially to get really, really curious about people — sometimes high-profile people — and try to understand what drives them. Not just what they do, but why they do it. What haunts them, what motivates them, what patterns they repeat without realizing.

In The Profile, I publish deep-dive profiles on people you think you know — but maybe don’t. Recently, I’ve written about Wall Street investor Anthony Scaramucci, real estate mogul Ryan Serhant, and many others. And with each story, I’m trying to dig past the headlines and craft something that’s both psychologically rich and strategically useful. Because I don’t think profiles should just entertain us, I think they should teach us something about how to live.

This ‘Ask Me Antyhing’ is all about the how. How I pick my subjects. How I get people to open up. How I organize my research, structure a narrative, and decide when something’s “done.” You know I love specifics, so we’ll get into tools, tactics, mistakes, ethics — all of it. Thank you to all of you who submitted questions.

I hope you enjoy it by watching the video in this article.

Here is an excerpt:

Q: What are some psychological tools you use when profiling someone?

When I’m profiling someone, I pay attention to, mostly, what isn't said: The hesitations, the contradictions, the patterns that keep coming up across interviews.

What are the things they keep repeating? But more importantly, what are the things that they try to avoid and try to sweep under the rug? That’s where the tension lies, and that's where the truth lies.

I try to understand their worldview. What drives them, what scares them, what inherent wound are they trying to heal?

I do think that all of us have some sort of unspoken need that drives us. Why do we keep doing what we do every single day? There's something we're trying to resolve within ourselves. So I try to constantly ask myself: ‘What is underneath the surface here? What are they trying to tell me without actually telling me? What do they crave but never quite say?’

Often, I find that that crave or need is not going to be found in their words, it's in their actions. Who you are is not what you say. Who you are is actually how you move through the world and how you act within it and interact with other humans.

Watch the full video here:

The Art of Getting People to Open Up

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PROFILES.

— The blind gamer changing the industry
— Donald Trump’s shooter
— The legendary hair care entrepreneur
— The companies embroiled in a spying saga [**HIGHLY RECOMMEND**]
— The world’s biggest (and okayest) hotel brand

PEOPLE TO KNOW.

The blind gamer changing the industry: Ross Minor is a blind gamer, Paralympic swimmer, and accessibility advocate trying to make video games playable for the visually impaired. After surviving a traumatic childhood shooting that left him blind, he turned to games like Pokémon and Left 4 Dead 2 as lifelines. Now he consults with top studios, runs a YouTube channel, and pushes for inclusive game design—often unpaid or underpaid. His dream isn’t fame; it’s to work inside a studio, quietly changing the industry from within. (WIRED; alternate link)

“Because of how inaccessible the world is, I’m always asking for help. So to actually help others, instead of being the one needing them—like, that’s a really, really cool feeling.”

Donald Trump’s shooter: Thomas Crooks, a quiet engineering student, stunned the nation when he attempted to assassinate Donald Trump at a 2024 rally. Behind his mild exterior was a hidden descent into isolation, mental illness, and secret bomb-making. His motive remains unclear, fueling conspiracy theories and unanswered questions nearly a year later. (The New York Times)

“There was a mysteriousness to Thomas Crooks’s descent into madness.”

The legendary hair care entrepreneur: Gail Federici made millions selling John Frieda Hair Care, and then did it all over again with Color Wow. Now 76, she’s built a $600 million fortune by solving everyday hair problems, one frizz-fighting formula at a time. Her cult favorite Dream Coat spray sells every 4 seconds, and Color Wow may soon fetch a $1 billion sale. As Federici says: "When you make something that matters, you make money.” (Forbes; alternate link)

I think at some point I would like to figure out some way to make a difference in another way.”

COMPANIES TO WATCH.

The companies embroiled in a spying saga: A bitter rivalry between two HR tech giants — Rippling and Deel — has exploded into a Silicon Valley spy saga, complete with encrypted messages, crypto payments, and smashed phones. At the center is Keith O’Brien, a payroll manager-turned-alleged corporate mole, who claims he was paid by Deel’s CEO to spy on Rippling from the inside. Both companies are now accusing each other of espionage, defamation, and underhanded tactics, dragging investors, whistleblower claims, and federal authorities into the fray. What started as a fight over payroll software has turned into one of tech’s wildest scandals. (Bloomberg; alternate link)

“Healthy competition is both welcome and expected in our industry. But this is something else entirely.”

The world’s biggest (and okayest) hotel brand: Hampton Inn has quietly become the world’s biggest hotel brand not by chasing luxury, but by perfecting the art of being reliably “good enough.” Its signature malted vanilla waffles, free hot breakfasts, and predictable comfort have created billions in revenue and deep loyalty with both travelers and franchisees. What looks like mid-tier mediocrity is actually a rigorously engineered, wildly profitable system — one that thrives on consistency, nostalgia, and a $5-per-room breakfast that feels like a $50 perk. In a chaotic travel landscape, Hampton has mastered the business of American dependability. (Bloomberg; alternate link)

“It’s surprising how many men in suits will pretend nobody’s looking and grab their little waffle.”

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