GÜLCE İLTER

This person has always been curious about why people make irrational decisions.

That curiosity was undoubtedly shaped by the intellectual discipline she developed at Lycée Saint-Joseph Istanbul. Then came her university years: Partly in France, and later at Istanbul Bilgi University, where she studied Economics. There, she realized that while data could explain a lot, it rarely told the whole story. What truly fascinated her were the emotions and contradictions behind decisions.

She never saw curiosity as a passive instinct, but as an active method. Because asking the right questions is often the first step to finding meaningful answers.

Her early interest in rationality, sparked by Game Theory, gradually evolved into a deeper fascination with Behavioral Economics; which was less about explaining logic, and more about understanding the irrational.

After graduating, she joined the Behavior Institute as a strategist. This marked a turning point where she began transforming human insight into meaningful strategy. Later, she moved to Barcelona for a master’s degree in marketing, where she gained not only new theories but a whole new perspective.

Upon completing her studies, she returned to the Behavior Institute, this time with a more refined lens. Today, under the FutureBright umbrella, she works across two roles: shaping creative strategies from insight and contributing to social impact projects that aim to build more meaningful systems.

For her, strategy isn’t a profession. It’s a way of thinking. And she believes the best questions are the ones that change the way we think in the process of answering them.